MIXX Awards Europe Winners 2019 – Men Do Apologize TV Integration (Mindshare)
Men Do Apologize TV Integration
Awards: Branded Content (Gold)
Axe’s main focus was to fight the negative gender stereotype that ‘real men’ do not apologise, with an emphasis on toxic masculinity. They wanted to weaken this stereotype by generating talkability on social media about how old fashioned these beliefs are. They integrated this campaign into popular TV show “Çukur”. In a way that the consumers haven’t experienced before, Axe used TV AdBox technology to allow the TV audience to decide what would happen next in their favourite show, simply by using a remote control.