AXE and LOLA MullenLowe hijacks soccer with the Satisfaction flag
AX and LOLA MullenLowe developed an AR lens to support Pride on and off the field
Earlier this week, UEFA hit the headlines when it rejected Munich’s Mayor Dieter Reiter to light the Allianz Arena with the colors of the rainbow flag for the European soccer championship game between Germany and Hungary. The organization rejected the proposal because it was motivated “by a political decision” by the Hungarian parliament.
This prompted AXE and your creative partner LOLA MullenLowe to seize the moment and get in touch with young people on and off the pitch. As a leader in men’s grooming, The Bodyspray believes that attraction is for and between everyone. If you stand on it and they stand on it, AX is there.
AX knows from market research that almost 50% of men are afraid of being different, of being judged and pigeonholed. As a brand committed to promoting all kinds of attraction, AX has created a new Augmented Reality (AR) lens to support this mission.
During the Germany vs Hungary game, AX offered a Snapchat lens that Snapchatters could use to digitally transform the green field into the rainbow flag in the stadium. Snapchatters could share their pictures and advocate freedom of expression. Fans, creators and influencers, including the wives of German gamers, took part in the activation and achieved over 2.5 million impressions and share rates of 150% compared to the benchmark.
The brand is committed to motivating young people to stand up for diversity, respect and acceptance. The brand sets an example with unisex fragrances and actively supports the campaign alliance against homophobia. The AX Pride Love is Love Edition has been available every year since 2019.
Together with the Alliance against Homophobia, AX supports the LOVE IS LOVE competition, which makes projects visible in which young people campaign for diversity and acceptance in their communities. Whether supporting a genderless school toilet or an awareness campaign against prejudice in the communal shower of a sports club – these projects show that LOVE IS LOVE, regardless of whether they are lesbian, gay, bisexual and heterosexual or trans and inter.
