Axe Rise Up
A 3D campaign for Axe Rise Up morning shower gel in Russia.
- Category
- Integrated
- Client
- Unilever
- Year
- 2010
- Role
- Copywriter
+12%
over the Rise Up sales plan
+8%
Axe market share
- Concept
- Copywriting
- 3D
Axe Rise Up promised to wake you up. The idea was to show the shift from being half-asleep to being fully awake, when you see everything sharp, vivid and in every dimension.
So the 3D-effect tied the campaign together: 3D glasses that came with the gel, a 3D contest on the Axe website, a special 3D issue of Maxim and 3D outdoor ads. The headline adaptation and all the campaign copy for the campaign were also came out of my work.
