case 09
retail & cpg
Axe / Unilever
01, The Challenge
What the brand needed.
Launch a new Axe hair product line with cultural impact at a moment when "experiential marketing" wasn’t yet an industry buzzword and social platforms were still figuring out what brands were allowed to do.
02, The Approach
What Fifty & Five did.
Executed a Twitter takeover, produced pop-up experiential events, and converted bars into branded barber-shop experiences. Culturally-embedded marketing before the category even had a name for itself.
Twitter takeover + experiential pop-ups + barber-shop brand activations, one of the earliest integrated social + experiential campaigns for a major CPG brand.
03, The Outcome
What actually happened.
One of the earliest examples of integrated social + experiential campaigns for a major CPG brand. Unilever-level execution, and a credential that predates most of the agencies currently pitching the same playbook.