Grab the Sweet!

Axe | 2025

The odors on public transport in Summer can be…challenging. We came up with an ingenious way to activate people waiting for buses and introducing them to the brand’s newest sweet scents by turning outdoor ads into virtual carnival style claw games. By scanning the QR code on the ads, people could enter the game on their phone, turning the ad into a giant claw game. If you grabbed the bottle of Axe, you received a sample stick to preview the new scent, and the product would then be sent to your home.