In a controversial decision, UEFA rejected the request of Munich’s Mayor, Dieter Reiter, to illuminate the Allianz Arena with the colours of the rainbow flag for the European Cup football match between Germany and Hungary. The organization rejected the proposal because it was motivated “by a political decision” taken by the Hungarian Parliament.

Axe, the leader in men’s grooming, believes that attraction is for everyone and between anyone. If you’re into it and they’re into it, Axe is into it. So the brand and creative partner, LOLA MullenLowe, to seize the moment and connect with young men on and off the pitch. Axe knows from market research that almost 50% of men are afraid of being different and are afraid of being judged and pigeonholed. It is also committed to championing all the ways people experience attraction. Axe and MullenLowe developed a new augmented reality (AR) lens to support this mission.

During the Germany vs Hungary match, Axe offered a Snapchat lens that allowed Snapchatters in the stadium to digitally transform the green playing field into the rainbow flag. Snapchatters could share their images and show support for freedom of expression. Fans, creators and influencers which included German player’s wives, took part in the activation garnering over 2.5MM impressions and share rates of 150% vs the benchmark.