Axe Print WAKE UP & STAY ALERT by BBH New York

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Industry Hygiene & Personal Care Products
Media Print, Magazine & Newspaper
Market United States
Agency BBH New York
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Art Director Masa Kawamura
Copywriter Hal Kirkland
Producer Laura Ferguson
Head of Broadcast Lisa Setten
Released March 2010

Credits & Description

Category: Cosmetics, Beauty & Toiletries
Advertiser: UNILEVER
Product/Service: AXE RISE
Agency: BBH
Date of First Appearance: Mar 7 2010 12:00AM
Entrant Company: BBH, New York, USA
Entry URL:
Chief Creative Officer: Kevin Roddy (BBH)
Executive Creative Director: Pelle Sjoenell (BBH)
Executive Creative Director: Calle Sjoenell (BBH)
Art Director: Masa Kawamura (BBH)
Copywriter: Hal Kirkland (BBH)
Head of Broadcast: Lisa Setten (BBH)
Producer: Laura Ferguson (BBH)
Business Affairs: Julia Clark (BBH)
Account Director: Armando Turco (BBH)
Account Manager: Shane Chastang (BBH)
Director / Editor: Filip Tellander (B-Reel Films)
Director of Photography: Fredrik Backar (B-Reel Films)
Executive Producer: Martin Ronstrom (B-Reel Films)
Line Producers: Anna Jonsson/Rikard Astrom (B-Reel Films)
Online Editors: Kalle Lundberg/Peter Wendin (Riviera)
Producers: Sophie Smirnakos/Johan Lundh (Riviera)
Audio Engineer: Fredrik Olsson (Redpipe)
Audio Engineer: Johan Isaksson (Riviera)
Audio Engineer: Rob Fielack (Nutmeg Audio NYC)
Head of Interactive Production: Karen Monahan (BBH)
Interactive Producer: Martin Mlekicki (BBH)

English Synopsis
Axe Rise is a shower gel designed to revitalise guys in the morning. After all, just because it’s morning, doesn’t mean there isn’t opportunity everywhere. The Axe Rise Morning Alertness Test is a rich media banner that tests the morning alertness of guys in real-time. It places them in a realistic point-of-view dating scenario during a morning commute. The misdirect-packed three-level game evaluates the guy’s morning alertness reminding them that they need to Wake Up and Stay Alert if they want to get the girl.