Axe ‘space academy’ campaign scoops three Cannes Lions awards


London agency Bartle Bogle Hegarty has been awarded three of the UK's five awards in the Promo & Activation Lions, taking home Gold, Silver and Bronze Lions for its work for Axe (known as Lynx in the UK).

Watch one of the campaign videos below:

BBH's 'Apollo' campaign for Unilever’s male deodorant brand was awarded Gold and Silver Lions in the Best Integrated Campaign led by Promotion and Activation and the Best Use of Shopper Marketing in a Promotional Campaign category respectively.

The agency created a TV campaign for Lynx to promote its new fragrance, Apollo. It supports a competition, fronted by Buzz Aldrin, the second man to set foot on the moon, that offers consumers the chance to go into space with the Axe Apollo Space Academy.

The first film in the campaign shows a heroic fireman running into a burning building to save a woman. The woman is captivated by the fireman’s bravery and good looks, before being distracted by the arrival of an astronaut. It ends with the line: "Leave a man, come back a hero."

It was created by Wesley Hawes, Gary McCreadie, Diego Oliveira and Caio Giannella, and directed by Tim Godsall through Biscuit Filmworks.

The agency was also awarded a Bronze Lion in the Best Use of Games category for its "click farm" work for Axe.

The Grand Prix went to Ogilvy Brasil for its "immortal fans" work for the football club Sport Club Recife.

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