Axe Black is an understated fragrance, inviting men to “Bring The Quiet”. We had to show men, silent is more attractive than loud, so we started the silent movement.
In Taksim, infamous for being loud, we built a soundproof stage called ”Silent Window”. The passers-by saw their favorite bands but to hear them, connected their smartphones to our Wi-fi. Once connected, they weren’t able to use social media. We brought silence to Taksim and social media.
Adweek Project Isaac Award
2015 Global Smarties
Cross Media / Cross Mobile Integration - Gold
Cross Screen Advertising - Silver
Lead Generation / Direct Response / Conversion - Bronze
A Awards 2015
Dijital Kategorisi Ödülü / Best Digital Campaign Award
Jüri Özel Ödülü / Special Jury Prize
Sektör Kategorisi FMCG Reklamı Ödülü / Best FMCG Campaign