GO TO THE AXE TOWER

Objective

AXE (Unilever) created an interactive experience targeting young Japanese men who struggled with romantic confidence and hesitation to confess their feelings. The brand aimed to position AXE as a confidence booster by providing a digital escape addressing deep social insecurity about romantic expression and connection.

Solution

The campaign featured an interactive 3D digital experience accessible via Twitter or Mixi login, which generated a personalized 3D avatar representing the user. Participants navigated an interactive movie adventure themed around a metaphorical 'Confession Tower' (告白の塔) that guided them through scenarios about building confidence and expressing feelings. The experience incorporated social network integration for personalization and used a playful, game-like confession framework to encourage user participation and sharing.

Results

Not published.