BBH, Axe kick off 'Smell sweet not sweaty' campaign

The campaign combines film, print, web applications and a Facebook game. 'Smell sweet not sweaty' is currently running in Indonesia and due for launch across the region.

Central to the campaign is new TVC 'Jumpman' featuring a basketball player on court experiencing the effects of Axe, leading him to score in more ways that one. The commercial is directed by the award-winning Luis Gerard, who has been acknowledged at Cannes, D&AD, One Show and Clios.

In the Facebook game 'Axe sweet moves', users can design an avatar resembling themselves to take on a dance challenge, matching steps using keyboard keys. Girls will appear on the dance floor if a user's moves are impressive. The object of the game is to avoid body odor by spraying Axe while maintaing dance moves and attracting as many girls as possible.

“The whole piece is based on a true story that actually happened to me, exactly like the commercial, except for the ball, the girls and the basketball thing. But otherwise, exactly. It’s like a documentary,” said Peter Callaghan, creative director at BBH Asia-Pacific.

Marit Kievit, Axe Asia-Pacific brand director, added, “We're very happpy with this campaign. It lands our product message in a cool and engaging way and I'm sure guys in the region will have fun watching the TVC’s as well as playing the game.”