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AXE uses fresh techniques to create Day & Night ads

No one has been able to continue to re-invent the concept of ‘sex sells’ better than Axe deodorant that past few years. Their latest campaign called Day & Night is the first one I can remember that uses technology in a new and really smart way. The first execution is a print ad where you have to text ‘AXE’ to specific number but you have to do it after 9pm.  In return for the text AXE sends you the missing part of the ad.  Hold your phone over the ad and you have the whole picture.


The second execution is an outdoor poster where the bottom half of the image is obscured during the day by a polarized film. At night poster is back light so the bottom portion of the image can be seen through the polarized film.

Even more important than the smart use of technology is that fact that the ads create an impression that will make you not only remember them but either take action to see the rest of the print ad or seek out the outdoor ads. It also makes you take that action at night which I am sure is based on behavior of their core audience demographics. 9pm is a media grazing phase and will be able to focus on the experience not distracted by work and before young guys would be heading out to clubs and bars. I hope they keep up this new direction of moving beyond the bikini clad TV spot to do more work like this.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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