AXE ‘Next Level Sweet‘

PRODUCT CAMPAIGN

The AXE Next Level Sweet campaign was a full 360-degree launch designed to promote a new product range and its core promise in a bold, high-impact, and playful way. To make the Next Level Sweet feeling even more tangible, we took the experience directly to Twitch.

CLIENT

AXE

ROLE

Concept & Live Direction

YEAR

2025

THE CHALLENGE

The task was to translate a broad campaign into an interactive live-stream format. The goal was to build an environment where users could actively participate alongside their favorite creators to truly grasp what being Next Level Sweet actually means.

THE APPROACH

Set in a custom studio modeled after the original TV commercial, three top-tier streamers tackled a series of challenges driven and controlled in real time by the live audience.

THE CAMPAIGN

By bringing major Twitch stars together, the stream turned the product promise into live entertainment, delivering the full Next Level Sweet vibe straight to the audience, no actual sniffing required.

Case Film

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