Psst! Rumour has it…
- Axe sure knows how to get attention
- Never been seen before: the invisible campaign
Axe has never been short of creative ideas and knows how to get people talking about the brand at every product launch. You probably remember the “Angels fallen from the sky”: it was one of the first « augmented reality » campaigns. We can also mention the London bus made chaotic by amorous couples.
The concept
So as to promote their new deodorant « Anarchy« , Axe Australia has developed an out of the ordinary event: a street marketing based on animations that are invisible to the naked eye. To do this, the brand called upon the agency Soap Creative.
The windows of a little house in a popular street in the Darlinghurst neighbourhood in Sydney were in fact 3D screens, which only allowed light to filter through into the street. Hostesses were present to give out 3D glasses and then all of a sudden, you could discover the intimacy of the people who lived inside the apartments of the house, in real time. These scenes were of course completely made up for the campaign, destined to promote the Anarchy deodorant.
Originality
The « Axe Invisible Anarchy » concept is based on voyeuristic glimpses of completely crazy scenes, where Axe is supposed to be the generator of anarchy.
It is an interesting campaign thanks to the principle of making something invisible, visible. The amazing idea proves once again Axe’s capacities to get people talking about them in a very viral manner. The extra success guarantee lies in its innovative character: it is probably the first invisible commercial in history.
Not a bad idea, don’t you think?
Psst! Rumour Has It... 
Very clever!