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