To promote AXE Gold body spray to teen gamers, we had to find them where they were: spending hours and hours gaming online. The #YoureGold digital campaign played up the weird and wacky world of video gaming with these “deliri-ads” and stayed true to the AXE brand’s signature humour while emphasizing that epic feeling when you smell great.

AXE: Praise Up

Everyone's got something. Why not tell them? We got Raptor, Kyle Lowry and Blue Jay, Marcus Stroman to give each other props in #praiseup - a mobile first, multi-platform social campaign. Created to kick start a movement encouraging guys to tell their friends #yougotsomething and own what makes them special.