Title	AXE BLACK SILENT ENTERTAINMENT
Brand	UNILEVER
Product/Service	AXE BLACK
Category	A05. Branded Live Experience
Entrant Company	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Contributing Company	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Media Agency	MINDSHARE Istanbul, TURKEY
Production Company	VANA FILM Istanbul, TURKEY

Name	Company	Position
Sami Basut	J. Walter Thompson Manajans	Creative Director
Sanli Kayabölen	J. Walter Thompson Manajans	Copywriter
Tunçhan Kalkan	J. Walter Thompson Manajans	Art Director
Aksel Ceylan	J. Walter Thompson Manajans	Art Director
Burç Sabuncu	J. Walter Thompson Manajans	Copywriter
Ece Özyurt	J. Walter Thompson Manajans	Account Director
Setenay Ergin	J. Walter Thompson Manajans	Account Supervisor
Burçin Birim	J. Walter Thompson Manajans	Account Executive
Emre Süvari	J. Walter Thompson Manajans	Interactive Communication Director
Gökhan Akinci	J. Walter Thompson Manajans	Project Manager

The Campaign

Axe decided to launch Axe Black, an understated fragrance range with a global campaign inviting people to 'bring the quiet'. Not an easy task in the land of the loud, Turkey, where people both in social life and social media are constantly trying to be heard. We transformed a building in the loudest centre of Istanbul to a music studio, surrounded with soundproof glasses. And we invited the well-known bands of Turkey. The passers-by could only see their favorite groups, unable to hear them. So they had to connect their smart phones to Axe Black Wi-fi Channel to live the silent experience. Moreover, once they connected, their activities on social media was shut off, in return for the concerts. So, silence on social media was the currency for the Silent Window.

Turkey's most tweeted outdoor project… TT for 186 minutes in total… Our outdoor reached millions of curious passers-by. 10.202 minutes of live music was listened to in front of the Silent Window. Axe Black has become the most sold Axe deodorant during the campaign period. 17 silent concerts with app. 1000 spectators each, Axe Black proved silent and cool is more attractive than loud.

We transformed a building in the loudest centre of Istanbul to a music studio, surrounded with soundproof glasses. And we invited the well-known bands of Turkey. The passers-by could only see their favorite groups, unable to hear them. So they had to connect their smart phones to Axe Black Wi-fi Channel to live the silent experience. Moreover, once they connected, their activities on social media was shut off, in return for the concerts. So, silence on social media was the currency for the Silent Window.