Creative Criminals

Axe’ Heaven on Earth is a live 24/7 online format presented by Mindshare.
It is based upon the “Even Angels will fall” campaign we posted earlier. The concept reminds us a bit of ‘Big Brother’, but the only difference is that the inhabitants are three gorgeous angels (presented in video underneath). During their stay they will interact in all kind of ways with the crowd (youtube, skype-sessions, invitations,..) and thus promote the new smell. Best of all; one lucky guy will win a sleepover with these three angels..

Axe’ Heaven on Earth is the first result of a multi-year strategy that Unilever has developed with the Brand Activation Group. The following commercial is entitled “Even Angels will fall”.. The commercial is created by BBH London and will probably be continued locally.