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An innovative, engaging and contemporary 3D expression of the Axe/ Lynx brand.
Icon 2 came to market without compromise, solving huge challenges on the way. It set up the brand for a different future with a quality, more premium feel.
Challenge
The Axe customer’s world had changed quite fundamentally: the explosion of social media, the arrival of smartphones, changes in fashion and a ground shift in attitudes to all things design required a repositioning of the brand and with it, Axe’s core product: the body spray.
Insights
Our ‘Cool-Hunting’ research quickly revealed attitudinal changes within Axe’s target audience. Formerly, the brand was about ‘Getting the Girl’. Now, Axe users were talking about design, driven by contemporary new products: primarily, Apple’s iPhone, which triggered the new digital landscape.
Outcome
The new aerosol design (Icon2) is innovative, with a strong identity: sophisticated, yet youthful, engaging and intuitive. It runs down existing high-volume production lines, is made on existing can-forming machines, is more sustainable . . . and hits the target price! Its round-to-square, singular form is pure, visually simple and confident. When not in use, the button is flush and the action safely locked. Twisting the top is pure emotional ergonomics: a ‘mechanical ballet’ which both lifts the button up, revealing a flash of variant specific colour, and inclines it backwards into the ready-to-use position. This is both practical and intriguing: providing the sense of fascination, delight, playfulness and emotional engagement at the heart of the Axe brand.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
An innovative, engaging and contemporary 3D expression of the Axe/ Lynx brand.
