Title	AXE BLACK SILENT ENTERTAINMENT
Brand	UNILEVER
Product/Service	AXE BLACK
Category	A07. Use of Events and Stunts
Entrant Company	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Advertising Agency	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

Brief Explanation

For the global campaign 'bring the quiet', we started the silent movement, inviting people to be cool and silent instead of being a show of. We transformed a building into a silent studio. Then, invited the well-known local groups to share their music with fans. The passers-by only saw their favorite groups but couldn't hear them. So, with smart phones they connected to AxeBlack Wi-Fi to listen to the band, in return for a temporary block on ther social media accounts. Bringing quiet to both social media and Istanbul, the loudest city.

Results and Effectiveness

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 Axe variant during the campaign period.

Creative Execution

We transformed a building in the loudest centre of Istanbul to a music studio, surrounded with soundproof glass. So the passers-by had to connect their smart phones to Axe Black Wi-fi Channel Then, 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.

Insights, Strategy and the Idea

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