Justin Nutall
Copywriter | Content StrategistAXE Lab
CLIENT: Axe Lab ROLE: CopyMEDIA:Experiential/Print/Digital/Video/Social
Axe Lab is the ever-so slightly more mature cousin of Axe Cologne. To launch the product and appeal to a more gentlemanly set, we created a series of digital experiments enabling people to see the oh-so powerful effects of this scent on the female body. We then built an actual lab that traveled the country and culminated in a massive event held at The Playboy Mansion.
This was a truly integrated project where the online and offline teams collaborated on the overall idea to create a seamless presence across print and digital. It was also a lot of fun to shoot. Recognition: One Show, Cannes Titanium, Addy, Webby.
copy:
The new Axe Lab scent is an original mix of specially formulated agents - created in secrecy during late night working sessions. Though we're just beginning to understand its full effects, Axe Lab has been proven to cause extreme arousal of the female mind, body and sexual spirit. Take part in the latest experiments and help uncover Axe Lab's powerful influence over the female body.
copy:
Axe Lab stimulates key areas of the female brain, letting the imagination run wild. Experience the impact of this fragrance by adjusting the Axe Lab ingredients below. Hitting the right levels ensures ultimate arousal. Find the perfect scent levels now and release hidden fantasies. Use the controls to begin.
copy:
Cause a physical sensation by clicking on the dosage level and exposure time buttons, then dragging to the left. WARNING: The more these levels are increased, the more dramatic the reaction will be from the test subject. Proceed with caution.