Dirty Rolling

Objective

Axe sought to reinforce its 'Get Dirty' positioning and appeal to young consumers seeking bold, adventurous experiences. The campaign embodied the brand's provocative attitude by celebrating dirt and grime as desirable elements of youthful rebellion.

Solution

Firstborn created a browser-based advergame featuring a couple absorbed in each other, obliviously collecting dirt and debris while rolling through various scenes. The game used 3D technology and rewarded players for accumulating mud and grime along the course—inverting typical cleanliness standards to align with Axe's irreverent brand voice. Players earned points for collecting environmental dirt, making messiness the core game objective.

Results

Not published.