WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2014 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: SapientNitro

For: AXE Matte Effect

Award: Best Consumer Goods Mobile Website

Click here to see entry creative

About the Entry

AXE was a brand known mostly for bros, bikinis and body spray—not a great fit for the booming category they wanted to enter: premium men’s hair products.

To make the client’s new premium AXE Matte Effect line credible in the space, we would have to craft a completely new brand.

Merging hairstyle and lifestyle, we built the brand around the “Matte Man” and his motto: Less effort. More style. Through fun interactive content, the brand provides life advice, style tutorials and more for a unified experience across web, print, in-store and mobile.

As AXE begins rolling Matte Effect out internationally, we’ve positioned it for success. We gave AXE an engaging premium world, allowing them to keep existing customers and connect with an entirely new audience. In creating a brand for a new kind of man, we established a completely new kind of AXE.

 

Award Credits

Contributors:

Executive Creative Director:	Christian Waitzinger
Executive Producer:	Achilles Chalkiotis
Creative Director:	Christina White, Susan Phuvasitkul, John Conroy
User Experience Designer:	Ozge Kirimlioglu
Brand Planner:	Justin Barkhuizen
Copywriter:	Silas Ruppe
Senior Art Director:	Andrew Kupresanin
Producer:	Maritza B. Aldir
Post Production:	Ariel Bellumio
Motion Graphics:	Alejandro Roses