AXE launched the new deodorant “AXE Fresh Forest and Graffiti”.
AXE wanted to promote this deodorant to a younger target audience in a way that would reach and trigger them. That’s why we decided to work with the famous Graffiti artist Musketon, who created two giant graffitree murals in the city centers of Ghent and Antwerp with graffiti and green elements like trees, plants, moss etc. The murals added colour and cool ‘forest’ vibes to two already vibrant cities.
Aside from that there were 4 different guerrilla city hacks, for which we also collaborated with influencers. Each influencer got to work with a designer to create their own FF&G design, using graffiti and green elements. The guerrilla city hacks took place in Liège, Antwerp, Ghent and Brussels. Each city hack transformed a different object: a cargo bike, a shutter, a container and a pick-up truck got a makeover in true FF&G style.
What we did.
We attracted the attention of lifestyle media by sending them the product. In addition, we targeted an exclusive selection of influencers.
What we got.
We did not only get a lot of social media coverage through our selected influencers and graffiti artists, but also great online coverage on newswebsites such as Het Nieuwsblad, Gazet van Antwerpen, Het Belang van Limburg, Pub, Maxx, Tagmag, and others.