Axe

Information / Credits

Client: Axe Campaign Name: Even Angels Will Fall Brief: launch Axe/Lynx Excite variant Background ' Creative idea: Excite is a fragrance so good that when you spray it, even angels will fall from the sky ' Global campaign ' Huge campaign production-wise: shot in Split over three days, post production over a few months ' We wanted to depict angels in a way they'd never been seen before ' Rupert Sanders from MJZ Productions is the director (who we believe just had a breakthrough in Hollywood) ' Magda Klebanska is the main angel ' The wings were created in CGI and 3D, which was a huge job. References were taking from real wings, Natural History Museum proved a great source of inspiration ' Music is by Fallen Angels, supervised by original band, Air

BBH Creative Team: Hugo Bierschenk & Dean Woodhouse BBH Creative Director: Dominic Goldman BBH Producer: Davud Karbassioun, Chris Watling BBH Team Director: Keir Mather Production Company: MJZ Director: Rupert Sanders Producer: Suza Horvat DoP: Alex Barber Post Production: The Mill Editor/Editing House: Bill Smedley @ Work Post Sound: Wave Studios Music: "Sexy Boy" by The Fallen Angels (a cover of "Sexy Boy" by Air) Exposure/Media: Global campaign, currently going live in LatAm and Europe Cinema, TV '" launching 3rd February in Europe, iPad (Axe/Lynx is a launch advertiser in Europe with this creative) '" launched in December 2010 Interactive online advertising '" launching February 2011 in the UK & Europe Print '" 3 executions, launching February 2011 in the UK & Europe Poster '" 1 execution, launching February 2011 in the UK & Europe