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Axe - "The Gamekillers Campaign"

BBH London, United Kingdom

Awards

27021

Brand: Axe
Country: United States

Advertiser: Unilever

Title	The Gamekillers Campaign
Agency	BBH
Campaign	The Gamekillers Campaign
Advertiser	Unilever
Brand	Axe
Posted	April 2007
Business Sector	Toiletries
Media Type	Case Study
Length	307 seconds
Market	United States
AI Description	The Gamekillers Campaign by Axe, a marketing effort targeting young men (18-24), centers around a comedic TV show that aired on MTV. The campaign identifies "Gamekillers," archetypes who foil dating attempts, using characters like "The One Upper" and "The Mother Hen." The strategy uses humor and real-life scenarios hinging on the theme of maintaining coolness. Accompanied by audio, visual, and a host of integrated marketing promotions, including TV commercials, online content, and branded merchandise. The tagline "Keep Your Cool" encourages the usage of Axe Dry to aid in overcoming social and romantic obstacles.
Creative Director	William Gelner
Executive Creative Director	Kevin Roddy
Art Director	Jon Randazzo
Copywriter	Amir Farhang
Copywriter	Matt Ian
Copywriter	Kash Sree
Copywriter	William Gelner
Copywriter	Josh Shelov
Copywriter	Jean Villapique
Copywriter	Steven Russell
Account Manager	Tom Cashin
Art Buyer	Cliff Lewis
Artist	Cliff Lewis
Producer	Chris Rouchard
Producer	Justin Wilkes
Executive Producer	Bruce Wellington
Editor	Ron Patane
Editor	Peter McCoubrey
Editor	Jonah Moran
Editor	Josh Pearson
Editor	Joey Curtis
Production Company	RadicalMedia
Cinematography	Aaron Phillips
Broadcast	Katherine Cheng
Print	Michelle Massaro
Interactive Designer	Emil Lanne
Interactive Producer	Chris Berger
Interactive Programming:	VolumeOne
Director	David Hamilton
Agency Producer	Julian Katz
Director	Luke McCoubrey
Director	Peter McCoubrey
Copywriter	Jon Randazzo
Copywriter	Gideon Evans
Copywriter	Justin Wilkes
Copywriter	Julian Katz
Copywriter	Jordan Kramer