Don't you think it's a little obvious? Haven't we all seen this idea before. The AXE advertising really pushes the envelope but this doesn't. Let's put out the challenge. And let's assume that the media vehicle is a bar coaster. Now how can we really push the idea to work in that media? This is beginning to sound like an assignment. Let's see how creative the commentators on this site really are.
Maybe have a water-activated image in the coaster that only appears when it gets wet, like a girl's sexy, lip-lickin' face. That way, the more often you set your (tall, firm, cylindrical) beer glass down on her face, the wetter the coaster gets, and the more you see her "O" face.
There's your AXE effect.
meh?
EDIT: If not a face, just the word "OH". That way the "OH" gets "louder" the wetter you get it.
I really think this is a great forum for sharing ideas, not just critquing them. I will put something out there later today, to get the balls moving, so to speak.
however if i were to produce this i'd lose the kiss mark, just one number from 1 girl, have it written in lipstick and make the beermat background look like a real beermat, not sure exactly how to accomplish that maybe a generic pale ad for something, or an old ad for axe, dunno but its got some potential.
It should be an actual beer mat. It's viral in nature because it's put in pubs and bars. Young male drinkers are the target. So you're having a drink with your mates down the pub and you go to put your beer down on the mat and you see.....
Sorry, I'm reposting this to get it to the bottom of the page, to keep thie brainstorm rolling in a linear fashion.
First Thought:
Maybe have a water-activated image in the coaster that only appears when it gets wet, like a girl's sexy, lip-lickin' face. That way, the more often you set your (tall, firm, cylindrical) beer glass down on her face, the wetter the coaster gets, and the more you see her "O" face.
There's your AXE effect.
meh?
EDIT: If not a face, just the word "OH". That way the "OH" gets "louder" the wetter you get it.
also touhgt about a real guerilla first...something like a transparent sticker to put on real beercoasters. the problem is (would be also with the generetic beer pale) the connection to axe...i mean i can`t write axe with the lipstick. The coaster has to be axe.
i like the idea of "old" axe coasters- anybody knows if axe has ever had berrcoasters? otherwise i can "imitate" one of course.
still the question if there should be only one ore more numbers on it. This version are too many, ok. But i believe it would be okay with 3 r 4 numbers. Axe always make it a bit overdone, i mean thats the point about the Axe effect.
thx for all the help so far...
@rebelscum: feel free to try your idea and show...i think its too complicated. show me if i`m mistaken...
not to complicated to realize..too complicated to follow the idea- that the water (far not every time you have a water ring by the way) shoud be connected to the shower and then you have to see the whole face/ word- but you have only a very small ring
It could work with 3 0r 4 i understand that it represents more girls which is the sorta playful exaggeration that axe makes their USP.
The only problem i had with that though in my head, perhaps im overthinking just it would be rather off putting to a girl if she was writing her number on something that already has lots of numbers on it, so its less believable.
love the idea of of a transparent sticker, thats ace.
also i reckon Rebelscums thought is definately worth pursuing,
the use of media itself, the water activated beermat is really innovative.
I like the thought of the 'OH' line, could be a lovely strap.
also the girl is getting 'wet' and 'wetter' ech time the pint is put down. And there could be the possibility of playing with the froth on the coaster perhaps reacting with the picture of a girl as foam, mebbe.
the thing about rebelscums idea is also..its not mine any more and you really should try it...my first idea was: beer coasters are for two things: stop the water (rebelscums idea) and to notice something on them...the interesting thing about beer coastingnotices that they are connected with nightlive and going out- things axe also want to be connected with...
what does the other prefer, sticker or old axe coaster?
had the idea now writing the numbers not only on coasters but also on serviettes...
Where are you? Are you submitting them? (ACDD, D&AD, OneShow, Clio, yaddah yaddah yaddah)
As long as they launch independantly and there's no visual connection, it's just a "great minds" situation.
It's obvious just from this thread and your response to it that I'm not borrowing the idea. I *COULD* say YOU borrowed it and told me you;re producing it to buy some time...but I'm not that big a twat :P
Hahaha, yeah from the way you described it, you could accuse me of stealing it. Thank you for not being a twat! I tried not to accuse you of borrowing the idea, so I hope I didn''t come off that way. I was just merely trying to let you know that it will be produced so if it came up one day, you would be prepared for it. Just trying to be a nice guy.
Its not relevant anyways because ours aren't water activated. I think yours is actually a better idea! Now I won't be a twat and steal your idea! haha
This time we produce 10 different beer mats. Each mat has a portrait of a girl on it. The same girl is on every mat. These mats are placed around the pub in no particular order. The girl on this mat is pretty ordinary looking. No, she's actually really ugly.
Headline : ONE PINT
Beer mat 2: On this mat is same girl, but she's looking a little better.
Headline : TWO PINTS
Beer mat 2: On this mat is same girl, but she looks slightly better yet.
Headline : THREE PINTS
...and so on until Beer mat 10 shows the same girl, but of course she's a knockout.
Headline: TEN PINTS
Does that speak to "The Axe Effect"? I'm not sure that communicates Axe's core benefit: Wearing AXE will get you laid.
Also (and this is a logistical issue, not a creative one), I would think it would be impossible to ensure that the coasters were revealed in the proper order.
I think the fun of it is that they aren't seen in order. It's a discover for yourself kind of thing. I agree it doesn't totally gel with the AXE premise – you'll get laid, but it's an idea that every man can relate to and because of that the audiences relationship with the brand is further enhanced. Actually, I heard that BBH is going to start playing with the premise and open it up.
The beer mat has a scratch and sniff component to it. The visual is a woman's torso, not nude or too suggestive, just nice. And every mat shows a different torso. Cheerleaders, pole dancers, school girls, whatever. Each mat has a unique and different aura to it. But each represents the incredible scent of woman.
PS. As you can tell, I've got some time on my hands. We're in a recession in the U.S. and business sucks. But I'm pitching and hopefully I'll get busy again and go away. But I must say, this is a good time!
Heh, don;t you know?!? Advertising's recession proof!! Everyone knows that!!
By the way, anyone hiring?!?
I likethe 2nd one better than the first...it deals with sensuality and human connection...but I'm sorry to say, that is an ad for a woman's fragrance. If there was an Axe for Her, that'd be aces.
Take it a step further though...hold a stunt. Print pretty women's midriffs on coasters, say 8, and scatter those 8 girls throughout the bar. On the back of the coaster write:
"The woman in this picture is in this bar right now. No, seriously. The only reason you're not looking for her right now is because you don;t believe me. Well that's fine, but if you go to Sherry, who's sitting right next to the beer tap at the bar, she'll tell you it's true. And if you can find the woman in this photo, she'll give you a surprise."
So all night you'll have dudes checking out hot chick's midriffs. When they finally find the right girl, she gives them samples of AXE.
You could make it easy, like put a tattoo on her or something.
That would speak to the sexualization of the brand, plus start some conversation. They'd also have to double security, but whatev's that's the PR department's problem :P
I'm sorry, no. you have a two-legged puppy and now you're bringing out the rollerskates saying "if we only take some duct tape and clap our hands real hard, the puppy will finally be able to dance" ... shit, man ... you can put lipstick on it and it still won't be a beauty queen.
everyone just stop. it's time to let this one limp into the sunset and turn around before the 18-wheeler runs it over. we all know stefan is perfectly capable of doing better.
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Ah, those were the days!
who told you "were" ?
no comments? will it work?
How did it work？
Don't you think it's a little obvious? Haven't we all seen this idea before. The AXE advertising really pushes the envelope but this doesn't. Let's put out the challenge. And let's assume that the media vehicle is a bar coaster. Now how can we really push the idea to work in that media? This is beginning to sound like an assignment. Let's see how creative the commentators on this site really are.
Any takers?
Let's see/hear your idea first so we can all learn from a heavyweight creative such as yourself.
what's your problem? the merit of his argument is to be decided upon his comment, nothing else.
First Thought:
Maybe have a water-activated image in the coaster that only appears when it gets wet, like a girl's sexy, lip-lickin' face. That way, the more often you set your (tall, firm, cylindrical) beer glass down on her face, the wetter the coaster gets, and the more you see her "O" face.
There's your AXE effect.
meh?
EDIT: If not a face, just the word "OH". That way the "OH" gets "louder" the wetter you get it.
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
I really think this is a great forum for sharing ideas, not just critquing them. I will put something out there later today, to get the balls moving, so to speak.
its quite simple but it could work,
however if i were to produce this i'd lose the kiss mark, just one number from 1 girl, have it written in lipstick and make the beermat background look like a real beermat, not sure exactly how to accomplish that maybe a generic pale ad for something, or an old ad for axe, dunno but its got some potential.
www.bahonsadvertising.co.uk
It should be an actual beer mat. It's viral in nature because it's put in pubs and bars. Young male drinkers are the target. So you're having a drink with your mates down the pub and you go to put your beer down on the mat and you see.....
Sorry, I'm reposting this to get it to the bottom of the page, to keep thie brainstorm rolling in a linear fashion.
First Thought:
Maybe have a water-activated image in the coaster that only appears when it gets wet, like a girl's sexy, lip-lickin' face. That way, the more often you set your (tall, firm, cylindrical) beer glass down on her face, the wetter the coaster gets, and the more you see her "O" face.
There's your AXE effect.
meh?
EDIT: If not a face, just the word "OH". That way the "OH" gets "louder" the wetter you get it.
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
also touhgt about a real guerilla first...something like a transparent sticker to put on real beercoasters. the problem is (would be also with the generetic beer pale) the connection to axe...i mean i can`t write axe with the lipstick. The coaster has to be axe.
i like the idea of "old" axe coasters- anybody knows if axe has ever had berrcoasters? otherwise i can "imitate" one of course.
still the question if there should be only one ore more numbers on it. This version are too many, ok. But i believe it would be okay with 3 r 4 numbers. Axe always make it a bit overdone, i mean thats the point about the Axe effect.
thx for all the help so far...
@rebelscum: feel free to try your idea and show...i think its too complicated. show me if i`m mistaken...
~@rebelscum: feel free to try your idea and show...i think its too complicated. show me if i`m mistaken...~
How? Your beer glass always makes a wet ring on your coaster. That's what coasters are for :)
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
not to complicated to realize..too complicated to follow the idea- that the water (far not every time you have a water ring by the way) shoud be connected to the shower and then you have to see the whole face/ word- but you have only a very small ring
i leke the idea generally but i`m skeptic..
It could work with 3 0r 4 i understand that it represents more girls which is the sorta playful exaggeration that axe makes their USP.
The only problem i had with that though in my head, perhaps im overthinking just it would be rather off putting to a girl if she was writing her number on something that already has lots of numbers on it, so its less believable.
love the idea of of a transparent sticker, thats ace.
also i reckon Rebelscums thought is definately worth pursuing,
the use of media itself, the water activated beermat is really innovative.
I like the thought of the 'OH' line, could be a lovely strap.
also the girl is getting 'wet' and 'wetter' ech time the pint is put down. And there could be the possibility of playing with the froth on the coaster perhaps reacting with the picture of a girl as foam, mebbe.
www.bahonsadvertising.co.uk
the thing about rebelscums idea is also..its not mine any more and you really should try it...my first idea was: beer coasters are for two things: stop the water (rebelscums idea) and to notice something on them...the interesting thing about beer coastingnotices that they are connected with nightlive and going out- things axe also want to be connected with...
what does the other prefer, sticker or old axe coaster?
had the idea now writing the numbers not only on coasters but also on serviettes...
I like the idea that rebelscum has where the mat responds to getting wet. That's a really smart and relevant way to entertain the boys in the pub.
One execution I was thinking about would be a series of beer mats each featuring a really good looking girl. Each mat carries a different headline.
Headline 1: You're making me really wet.
Headline 2: Go on, sit your glass on my face.
I am gonna produce these, I think.
U mind if I borrow those headlines? (I'll tweak).
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
The ones we're working on are getting produced man. Sorry. Nothing stopping you from producing them at all, but just a heads up.
Same idea? Water-activated print?
Where are you? Are you submitting them? (ACDD, D&AD, OneShow, Clio, yaddah yaddah yaddah)
As long as they launch independantly and there's no visual connection, it's just a "great minds" situation.
It's obvious just from this thread and your response to it that I'm not borrowing the idea. I *COULD* say YOU borrowed it and told me you;re producing it to buy some time...but I'm not that big a twat :P
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
Hahaha, yeah from the way you described it, you could accuse me of stealing it. Thank you for not being a twat! I tried not to accuse you of borrowing the idea, so I hope I didn''t come off that way. I was just merely trying to let you know that it will be produced so if it came up one day, you would be prepared for it. Just trying to be a nice guy.
Its not relevant anyways because ours aren't water activated. I think yours is actually a better idea! Now I won't be a twat and steal your idea! haha
HAHAHAH!!! Nice :)
I didn't get the feeling you were accusing me of anything, so no worries there :)
Thanks very much for the head's up...I appreciate it. I think I'm gunna actually produce a few of these and see if I can record reactions.
Maybe I'll run it by my CD and see what he says.
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
I'm actually working on an idea like this right now... It's for another client. I can't say what it is, but its something like this...
OK, here's another.
This time we produce 10 different beer mats. Each mat has a portrait of a girl on it. The same girl is on every mat. These mats are placed around the pub in no particular order. The girl on this mat is pretty ordinary looking. No, she's actually really ugly.
Headline : ONE PINT
Beer mat 2: On this mat is same girl, but she's looking a little better.
Headline : TWO PINTS
Beer mat 2: On this mat is same girl, but she looks slightly better yet.
Headline : THREE PINTS
...and so on until Beer mat 10 shows the same girl, but of course she's a knockout.
Headline: TEN PINTS
Does that speak to "The Axe Effect"? I'm not sure that communicates Axe's core benefit: Wearing AXE will get you laid.
Also (and this is a logistical issue, not a creative one), I would think it would be impossible to ensure that the coasters were revealed in the proper order.
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
I think the fun of it is that they aren't seen in order. It's a discover for yourself kind of thing. I agree it doesn't totally gel with the AXE premise – you'll get laid, but it's an idea that every man can relate to and because of that the audiences relationship with the brand is further enhanced. Actually, I heard that BBH is going to start playing with the premise and open it up.
Here's another one:
The beer mat has a scratch and sniff component to it. The visual is a woman's torso, not nude or too suggestive, just nice. And every mat shows a different torso. Cheerleaders, pole dancers, school girls, whatever. Each mat has a unique and different aura to it. But each represents the incredible scent of woman.
HEADLINE: SCRATCH SALLY
HEADLINE: SCRATCH MELINDA
HEADLINE: SCRATCH SASHA
HEADLINE: SCRATCH ANNA
Come on boys, share some ideas!
PS. As you can tell, I've got some time on my hands. We're in a recession in the U.S. and business sucks. But I'm pitching and hopefully I'll get busy again and go away. But I must say, this is a good time!
Peter.
Heh, don;t you know?!? Advertising's recession proof!! Everyone knows that!!
By the way, anyone hiring?!?
I likethe 2nd one better than the first...it deals with sensuality and human connection...but I'm sorry to say, that is an ad for a woman's fragrance. If there was an Axe for Her, that'd be aces.
Take it a step further though...hold a stunt. Print pretty women's midriffs on coasters, say 8, and scatter those 8 girls throughout the bar. On the back of the coaster write:
"The woman in this picture is in this bar right now. No, seriously. The only reason you're not looking for her right now is because you don;t believe me. Well that's fine, but if you go to Sherry, who's sitting right next to the beer tap at the bar, she'll tell you it's true. And if you can find the woman in this photo, she'll give you a surprise."
So all night you'll have dudes checking out hot chick's midriffs. When they finally find the right girl, she gives them samples of AXE.
You could make it easy, like put a tattoo on her or something.
That would speak to the sexualization of the brand, plus start some conversation. They'd also have to double security, but whatev's that's the PR department's problem :P
___________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
I'm sorry, no. you have a two-legged puppy and now you're bringing out the rollerskates saying "if we only take some duct tape and clap our hands real hard, the puppy will finally be able to dance" ... shit, man ... you can put lipstick on it and it still won't be a beauty queen.
everyone just stop. it's time to let this one limp into the sunset and turn around before the 18-wheeler runs it over. we all know stefan is perfectly capable of doing better.
OK, let's move onto another. Krautland, why don't you get the ball rolling?
OK, let's move onto another. Krautland, why don't you get the ball rolling?