In today’s world, it’s getting harder and harder to connect to the younger audience. AXE understands this and leverages the number one passion – music – to connect to the minds of young people and make a long lasting impact.

With their brand mission ‘breaking down the barriers of attraction’, it was The Brand Father’s job to create as much awareness as possible and to bring young people together whilst stimulating the use of the Martin Garrix limited edition spray can. With a 360 approach, we created on- and offline activations during Amsterdam Dance Event 2019. With all of our activities being closely tied to AXE’s tagline, ‘Moving People Closer Through Music’, we not only made an impact within the target audience but also achieved a 68% growth in sales (YOY).