• Customer:
    AXE Black
    Date:
    April 2015
    Category:
    Public Relations
    Event
    Digital
    Performance:
    Concept
    Execution
    PR

    AXE Black

    For the launch of the new product range AXE Black we decided to go for – understatement. In a world that is getting louder and louder by the minute, less is more. We were supported by German TV host Joko Winterscheidt and his clothing brand German Garment.

    The idea: Nothing is more male understatement than a simple black T-shirt. We convinced Joko to create his very own interpretation of this timeless classic for his brand German Garment.

    The shirt – a limited edition – was sold starting April 2015. It was presented to the public during a launch party that we brought to life together with the men’s fashion blog Dandy Diary.

    On social media and blogs, we activated the campaign with the hashtag #lessismore (#wenigeristmehr).
    Bildschirmfoto 2015-05-21 um 20.37.14