For quite a long time, AXE (or Lynx as it’s called in Europe) has been cherishing the idea of developing the perfect saving water method in line with its previous controversial approaches. Last year, the brand even launched a campaign, encouraging people to take shower together at once in order to use less water, and now it has pushed the initiative further and set the new Guinness world record for Most people showering simultaneously (single venue). Lynx invited 152 Brits, both guys and gals, to partake in the event and be the ones who would help the whole thing happen.
Unilever
Each year in June, the Côte d’Azur becomes the place with an overwhelming concentration of ‘lions’ (not animals, but beastly amazing advertising pieces) thanks to the Cannes Lions Festival of Creativity. This year’s event, which was taking place June 19–25, saw “thought-leaders and experts in all forms of communications and creative thinking come together to inspire, debate and entertain” and revealed the best advertising projects from all around the globe.
Following the ‘green path’ usually implies keeping to just one major regulation: being as good as possible to nature. But since brands should think about profits as well and consider people’s opinion about their eco-friendly products and approaches, as long as everything they do is primarily done for consumers, shoppers’ feedback is one of the major tools shaping the environmental principles of companies. Earlier this month, the ImagePower Global Green Brands Study, the largest in its 5-year history—was presented by Cohn & Wolfe, Esty Environmental Partners and Penn Schoen Berland—the study reveals current consumers’ attitude to green products and shows how it has changed over the past years.
The hilarious ‘Dove Campaign for Real Beauty’ featuring women of all ages and nationalities, which was aimed at helping female consumers feel confident with their looks and realise their personal beauty potential, is now replaced by new campaign dubbed ‘Dove Body Language’ for the Dove Hand & Body range, which was relaunched globally. The campaign was kicked off by Unilever on June 6 and is rolling out primarily at the brand’s Facebook page, where one can write a shareable message (up to three lines) with the help of six women who form letters with their bodies.
On May 06 Lynx introduced a real time social hub app allowing multiple users to post messages, photos and videos of their nights out to help them do what was previously deemed almost impossible—remember what happened yesterday night when the morning comes. So far only partygoers in the United Kingdom have this opportunity as it was only a soft launch. In three weeks, according to the brand, this software will be made available to general public using the existing social media outlets owned by the brand, such as the Lynx Facebook page, Youtube channel and the Lynx Effects website.
AXE Shower and COMEDY CENTRAL Digital have teamed up to develop the AXE Dirtcathlon—a four-part Web series pitting coed teams against one another other in crazy challenges designed to get them as messy as possible within 90 seconds. The series, hosted by actor/comedian Rob Riggle, launched on www.axedirtcathlon.com.
Magnum can be proud of its rich advertising background—last year, the brand released a gorgeous spot by Brian Singer featuring Benicio del Toro, at this year’s Tribeca Film Festival it presented a series of vignettes created by Karl Lagerfeld, and now Unilever Canada is one the lookout for Magnum heir in its new advertising push. The campaign developed by Ogilvy & Mather to promote the ice cream’s six-flavour range launching in Canada this month, was kicked on the dedicated website and Facebook page.