Title	AXE BLACK THE SILENT ENTERTAINMENT
Brand	UNILEVER
Product/Service	AXE BLACK
Category	C03. Live Events
Entrant Company	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Advertising Agency	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Media Agency	MINDSHARE 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

Brief Explanation

Axe launched Axe Black, an understated fragrance inviting men to 'Bring the Quiet'. But men were not just going to quit being loud. So we had to find a way to show them that silence was more attractive and fun.

The Brief

For the global strategy of Axe Black, 'bring the quiet', telling guys that silent is more attractive than loud, we created the Silent Window.

How the final design was conceived

We turned a building into our outdoor soundproof stage, called 'Silent Window'. Popular rock bands performed in Silent Window. The passers-by saw their favorite bands but couldn't hear them. To listen to the Silent Window, they connected their smartphones to Axe Black Wi-Fi and enjoyed silent concerts in the middle of Taksim. We also brought silence to the social media. Once connected to the Silent Window, people were not able to use social media. Also, we casted the Silent Window in Medcezir, an adaptation of O.C., one of the most popular TV shows in Turkey. During the show, the protagonist entered Silent Window, started singing and continued on TV live advertising . The fans could request songs or do a q&a on what they wanted to know on double screen, simultaneous with the show. The ad breaks became an extension of the series.

Indication of how successful the outcome was in the market

Axe Black Silent Window has become Turkey's most tweeted outdoor project; We were trending topic for 186 minutes in total. 2.3 million people watched. Total reach 6 million. 17 silent concerts with app. 1000 spectators each, Axe Black proved silent and cool is more attractive than loud. Axe Black has become the most sold deodorant during the campaign period.