Special made floor stickers are used underneath 200 Studi panels to create a ‘crime scene’. With this campaign, Axe will increase the awareness of the new fragrance Axe Vice. With a cross medial campaign, Axe will lead students to the website Axevice.com. Here they can test their detective skills.

The Axe Vice campaign will be seen on the following media: Studi panels, TV, online (webvertising, viral, streaming), cinema-advertising, sampling, toilet-advertising and print.

Advertiser: Axe
Creative agency: BBH (Bartle Bogle Hergarty, London)
Media Buying Agency: Mindshare
Outdoor company: Hillenaar Outdoor Advertising