Ideation Lab
THE CHALLENGE
Reinvent the concept of masculinity for high school-aged kids and push back against antiquated beliefs.
THE EXECUTION
1
Fully-customized, 39’ Axe Mobile
2
Year-long, national high school tour
3
Secured space at marquee moments like homecomings, sporting events, and proms
4
Big finale at VidCon (Anaheim Convention Center)
5
Oversaw all logistics and fulfillment of hundreds of thousands of sample SKUs
6
THE RESULTS
1
16 States
2
250k+ guests (100+ high schools)
3
400k+ product samples
4
500k+ in-person impressions
