Reacting to UEFA’s decision to prevent illuminating the Allianz Arena in the rainbow colours of Pride for the Euro 2020 match between Germany and Hungry, deodorant brand AXE teamed up with agency LOLA MullenLowe to create an AR Snapchat lens to show its support for Pride on and off the playing field.
Following on from UEFA’s rejection of the Munich Mayor Dieter Reiter’s request to illuminate host stadium Allianz Arena in the colours of the rainbow flag for game after Hungary passed homophobic legislation on the dubious grounds of ‘political neutrality’, Axe leveraged the moment to connect with young men on and off the pitch through an Augmented Reality (AR) lens to fly the flag at the football anyway.
During the Germany vs Hungary match, AXE released a Snapchat lens that enabled users in the stadium to digitally transform the green playing field into the rainbow flag.
Then Snapchatters were encouraged to share their Pitch Pride images and show their support for freedom of expression and choice.
The AXE ‘Pride Pitch Lens’ was created for Unilever Global Brand Director Caroline Gregory, Global Brand Manager Jamie Brooks, Germany Brand Manager Hannan Moelder, Global Business Leader (IPG) Federico Duberti and Global Strategy Director (IPG) Gerard Crichlow by IPG creative agency Lola Mullenlowe.
The agency team included Managing Director Tom Elliston, Executive Creative Director Tomás Ostiglia, Creative Directors Kevin Cabuli and Jorge Zacher, Creative Supervisors Manuel Castillo and Enrique Torguet, Creativos Joa and Gines, Head Of Planning Lucas Rodriguez, Head Of Production Felipe Calviño.
The AR partner was Snapchat and the PR agency was Golin Germany where the work was led by Managing Director Uta Schwaner.
Comment:
Many fans, creators and influencers (including some of the German team players’ wives) took part in the activation which generated 2.5m impressions and share rates of 150% vs the benchmark.
Unilever-owned AXE (marketed as Lynx on the UK) is a grooming brand targeting the young male demographic and its recent market research showed that almost 50% of men are afraid of being different and are afraid of being judged and pigeonholed.
This campaign brings its brand commitment to championing all the various ways people experience attraction to life. As the brand states: “AXE believes that attraction is for everyone and between anyone. If you’re into it and they’re into it, AXE is into it.”
AXE’s commitment to motivating young people to work for diversity, respect and acceptance has also seen the brand launch unisex fragrances and actively support the Action Alliance Against Homophobia and launched the ‘AXE Pride Love is Love’ edition and competition in 2019.
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