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copyright 2006 Angela Fung


Axe Music
Client: Axe
Product: Website, Display Ads, TV Commercials
Date: 2010
Studio: Razorfish
Role: Producer
When Axe launched a new fragrance called Music, the promotion plan included a concert series featuring some of the biggest names in music, playing at small, interesting venues across the country.

The initial assignment was to create an online destination where people could sign up to win tickets. Instead, the client was so taken with the agency team's ideas that the work evolved into an immersive, holistic marketing program including a website, mobile advertising, display, a Facebook contest -- all in five languages -- and five television commercials, both live action and animated.