A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
G-08-02. AXE vs. NMD
| Agency | Escape Digital Marketing Group |
| Creative head | Lyosha Novikov |
| Author of idea | Escape Digital Marketing Group |
| Product | AXE deodorant |
| Description | AXE vs NMD (UA acronym of “No place to go”) The young guys’ eternal problem is lack of a place to bring a girl to. Parents at home and crowds of neighbors at dormitories won’t let them get in private with HER. But for AXE brand there are no girls problems! The campaign is about how brand AXE has helped guys to solve their main personal problem - "where?". For solving this problem we organized the mysterious NMD Club (UA acronym of “No place to go”). All young cute guys who "had no place to go" became members of our Club automatically. Campaign “AXE vs NMD” we’ve conducted in two stages: 1) Teaser - we focused on the problem and got the NMD Club founded 2) Reveal – we proposed a solution: the dream apartment for six months for those who performed the tasks of the contest and was excluded from the club first. The guys had to do their best: they were interviewing, filming videos, giving newspaper advertisements etc. And they had to mention AXE everywhere - it was the key condition. |
| Team members | Lyosha Novikov - Creative Director Anna Launets - Senior Copywriter Anton Pustovoy – Copywriter Oksana Ovsyannikova - Project Manager |
