#AXETheLabel

In typical advertising fashion, AXE wanted to break into a key passion point for their audience: music.

To do this, we created a contest with Lil’ Yachty and Zaytoven. Fans either needed to give Yachty a hook in the comment section of SoundCloud for his song or put together a beat with a beat kit provided by Zaytoven. Winners were picked by Zaytoven and Yachty and won a chance to meet their idols and their own AXE Can. We put together a playlist and dropped it on SoundCloud and became the first branded song to reach Soundcloud's top charts.

In the end, AXE The Label saw a 76% increase in positive AXE brand mentions and earned us the most comments ever on SoundCloud.

Awards:

• 2019 Short Awards

  • Winner in Consumer Brand