AXE III - LOCKDOWN
Stay home, play games,save - Twitch // TikTok
We were given 36 hours to crack two briefs that had been around the world for three weeks with little progress before making its way to us. We cracked it in 6 hours.
THE BRIEF
Axe & Unilever want to do their part during the COVID crisis by encouraging people to stay home during the lockdown.Axe Music and Axe Gaming have the authentic and relatable tone of voice. Unilever has the philanthropic credentials. Add gaming and platform partnerships, and we’ve got the perfect mix to create a positive and lighthearted campaign that gets our Gen-Z audience to unite and play their role in this crisis.Platforms: Twitch & TikTok.
IDEA #01
Not all heroes wear capes. Some of them wear sweatpants.
For the first time in history people can become legends by doing absolutely nothing.
They can save lives without even getting off the couch or changing out of their PJs.
Coronavirus heroes don’t wear power armour, they wear hello kitty PJs. They don’t wear camo, they wear neon fluffy hoodies. They don’t wear hand-crafted leather, formed from the skins of their enemies. They wear flip flops, leggings, robes and shorts.
We want to create a suite of “lockdown skins” in partnership with Twitch, starting with LOL. But this could be extended into other properties like Fortnite, Fifa, COD etc…Our avatars will dress like us. Gamers and characters in unity, battling it out in comfy clothes from the comfort of our homes.
We will launch the League of Lockdown Legends across Twitch, YouTube and social channels, inviting people to download the mod skin and play their part.
Mechanics
Pro Gamer and Influencer partnerships to be the first to model the skins in game and on stream.
Reactively release new skins, inspired by the attire of pro-gamers and players – they send us a pick of their lock down outfits and we will release a new skin (within 24 hours)
Recruitment Social content: Your country needs you… to get real comfy and play games.
A LOLL eSports championship table, inviting people to team up and take others LLOLs on.
IDEA #02
The Euro championship has been cancelled along with all other major sporting events. Leaving a massive hole in the summer entertainment schedule and thousands of European fans with nothing to cheer for. But, there is one way this tournament can still take place, even during lockdown.
The first ever eSports E-uro Cup.
Played on FIFA by actual pro football players, sponsored by Axe gaming, EA Sports and Twitch.
We will follow the standard communication calendar of the championship, from the draft to the friendlies, creating spots and content to promote key dates of the Axe E-uro 2020.
Influencers and opinion leaders will comment on the games, and the whole tournament will deconstruct into a transmedia suite of assets from long and midform content on Twitch and YouTube to posts and videos on Instagram and TikTok.
Mechanics
Player partnerships – based on who is the biggest FIFA fan / best player.
Live streaming of games on Twitch with influencer commentary
Suite of social posts and content to build up to the game and break it down after
A new in-game lockdown celebration put into the game, and replicated across TikTok
This idea is replicable in other markets, across all other EA sport titles, from E-NBA to E-NHL or E-NFL. Our athletes may be stuck at home just like we are but that doesn't mean they can’t play.
IDEA #03
Axe launched its very own Music Label in 2018 featuring Lil' Yachty and Zaytoven as mentors for a new wave of artists. It’s time to leverage our partnership once again. But not for fame or clout – but for a great cause.
Axe Label and Lil’ Yatchy will release a 20 second single with the lyrics focusing on hand hygiene during quarantine. People are bored of singing Happy Birthday twice ( it’s ruined birthdays forever). But with this earworm track, they’ll have something they can’t help but sing.
All of Yatchy’s signature sounds will be included, from the iconic flute to the autotune voice to the trap triplets beats.
“Time to wash our hands. Wash!
I said it’s time to wash our hands. Time!
This song 20 seconds, but no worries
I got bars. Bars. Bars!
”
Flute SFX: Tu-tu-tu-tu-tu-TU! Tu-tu-tu-tu-tu-TU!
Our catchy song will be included on TikTok as a track, becoming a PSA LipSync TikTok Challenge. Lil’ Yatchy and TikTok influencers will also choreograph a dance to complete the Lip Sync challenge, kickstarting the trend in their own channels. The shortest music video in history for the shortest single in history.
Everyone who takes part in the challenge has the potential to win a private Zoom Concert for themselves and 20 mates, featuring the best bangers from Lil Yatchy repertoire as well as the new track.
Mechanics
Lil' Yachty records the track from his home and launches the challenge on TikTok
Work with other TikTok influencers to seed the challenge, by doing a duet with Lil' Yachty
Best of TikToks are surfaced and shared on social, driving more people to take part.
We could gift people that purchase Axe products on Amazon a free Axe soap bar during Quarantine.