Axe wants to know What’s Your Move? But this time it’s not about young men having the confidence to make positive moves in the game of attraction. It’s about the moves they make in in the world of gaming. Axe is supporting both.
As the official men’s grooming partner of League of Legends esports global events, Axe agency, 72andSunny, has just launched the brand’s first campaign, What’s Your Move? at the 2019 World Championship. The campaign inspire moves in and around the game.
Because, according to Axe, whether in life or in the game, it’s the moves that count.
To introduce Axe Gaming and its irreverent tone to the League of Legends Esports community, the campaign kicked off with a 30-second teaser which presents a talking Axe Can.
The campaign also features a number of brand films that bring the in-game moves into the real world, while keeping Axe’s light-hearted tone.
“We’ve been massive fans of League of Legends Esports and of the community they’ve built. Our campaign had to hold true to both the game and its players. Each brand film has a keystroke at its heart – referencing legendary characters from the game and featuring some of their iconic moves,” stated Gaurav Raisinghani, global director for Axe.
“With each keystroke a different move to be made – a strategic decision that can make or break your game.”
The films, Chronos Break and Shop Button, will air on the 2019 World Championship broadcast and at the events in Madrid and Paris. The partnership also includes in-tournament activations, including a What’s Your Move? Dance Cam, a unique augmented reality experience where fans can Enter the Rift, and an RFID-enabled gaming scavenger hunt at the Esports Village in Paris.
“With Axe, we know how to make funny ads. But making funny, esports ads was new to us and it was important that we capture the authenticity of League of Legends,” noted Adam Koppel and Benny Everitt, creative directors, 72andSunny Amsterdam.
“There are many Easter eggs in these. We aimed to make every move, reference, expression, keystroke, sticker, and bit of wardrobe resonate with the community, and hopefully everyone loves them.”
KEYSTROKE W – Refers to Brand’s (a character in LOL) move, Pillar of Flame, hitting a target with fire.
KEYSTROKE R – Refers to Ekko’s (a character in LOL) move, Chronobreak, which allows rewinding to a more favourable point in time in the game.
KEYSTROKE P – When you hit “P” in-game you go to the shop to spend the gold that you’ve earned by progressing in the game.
Creative Agency: 72andSunny Amsterdam
Production Company: Knucklehead
Director: Ben Gregor
Post Production: Glassworks
Sound: Wave Amsterdam
Music: Big Sync