AXE
'Project Wild'
Integrated Brand Activation (Experiential/Social/Digital/PR)
The Mission
AXE Canada was keen to ensure their new "Wild" innovation was a big hit amongst gen z and millenial males -- a demographic that spent far more time watching their favourite gamers and creators than paying attention to ads from personal care brands.
Our solution? Make the brand (and its new product) the hero of an unprecedented star-studded Twitch stream that our core target would eagerly tune in for.
The Work
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A real-life paintball battle royale featuring more than a dozen of Canada's top gamers and content creators streamed live on Twitch to over 58,000 viewers
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More than 150+ pieces of content across owned, earned and influencer channels
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Interactive voting for viewers (allowing them to shape the outcome of the matches)
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A comprehensive story told across web, email and social with direct links to purchase via exclusive offers
My Role
Edelman: VP Digital
My team owned the client relationship with AXE Canada, where Edelman served as the lead of their integrated agency team.
I was the senior strategist and overall program lead for this campaign from start to finish -- overseeing everything from the initial strategy and concept sell-in through to production and execution.
