Challenge: Endorse the brand’s new positioning and tie the relation with the target, clearly showing the new brand values during summer festivals: self-style, discretion and naturalness.
Output: We conceived Axe Black – The Room and hit the road towards the summer festivals. Built out of 3 pilled up containers, The Room incorporates the brand claim “Less is more”, within a space filed with minimal and discreet décor.
Show Room: Reception area, sampling and check-in with an immediate group photo share in social media.
Social Room: Furnished in a minimal style. Here you could taste a craft beer whilst being groomed.
Game Room: An exclusive space dedicated to have fun with social games.
View Room: A terrace with an amazing view over the venue.
Results: The Room was the most popular stand at the summer festivals with over 5000 people enjoying its experiences, including VIPs. The brand’s social media per se reached 1,5 million people. To this number we can add the huge spontaneous shares.
Creativity built it!Read More