When the world screams, the quiet gets noticed

To help Axe reach a more mature audience we launched its latest fragrance by creating a culture of quietness around the brand. Instead of simply stating that less is more, we proved our point by inviting the biggest and loudest stars to the smallest and quietest stage. Their biggest hits, stripped back to the bare essentials, performed in the silence of the night, at locations that hold sentimental value and underscored the understated tone of the campaign.

By giving only a handful of tickets away we created a media and fan frenzy. Resulting in national headlines and FOMO.

While the activation started in the Netherlands it quickly grew to become a European phenomenon. Resulting in a world-class lineup including Kensington, Rudimental, Typhoon, Kovacs, and Tout Va Bien, as well as a Spotify partnership.