Axe Digital, Case study SUSAN GLENN by BBH New York, The Mill

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SUSAN GLENN

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Industry Deodorants
Media Digital, Interactive & Mobile, Case study
Market United States
Agency BBH New York
Director Ringan Ledwidge
Copywriter Peter Rosch
Agency The Mill
Associate Creative Director Nate Able Bbh
Executive Creative Director Ari Weiss
Editor Rich Orrick @ Spot Welders
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; Best Copywriting Silver

Credits & Description

Type of entry: Craft
Category: Best Copywriting
Advertiser: UNILEVER
Product/Service: AXE
Agency: BBH NEW YORK, USA
Chief Creative Officer: John Patroulis (BBH New York)
Executive Creative Director: Ari Weiss (BBH New York)
Associate Creative Director: Nate Able (BBH New York)
Copywriter: Peter Rosch (BBH New York)
Agency Producer: Calleen Colburn (BBH New York)
Head Of Broadcast: Lisa Setten (BBH New York)
Business Affairs Manager: Laurie Litonjua (BBH New York)
Business Director: Armando Turco (BBH New York)
Account Director: Mandy Dempsey (BBH New York)
Strategy Director: John Graham (BBH New York)
Strategy Director: Griffin Farley (BBH New York)
Strategist: Eric Fernandez (BBH New York)
Director: Ringan Ledwidge (Rattling Stick)
Director Of Photography: Matthew Libatique (Rattling Stick)
EP: Jennifer Barrons (Rattling Stick)
Editor: Rich Orrick (Work New York)
VFX Company: (The Mill New York)
Editor: Rich Orrick (Work New York)
Composer: Phil Kay (Woodwork Music)
Brief Explanation
AXE has always told memorable stories about guys getting girls. Lots of girls. But what about THE girl? We gave THE girl a name: Susan Glenn.
With an ambitious seeding program we embedded the name in pop-culture. Then with a single film AXE took credit for this phenomenon. This led to a digital/mobile experience allowing guys to declare their own Susan Glenns. Not only did the campaign turn around the at times chauvinistic perception of AXE, it turned around the brands sales numbers beating their goals for the year. Proving anything is possible when you Fear No Susan Glenn.