Grey Advertising Benelux

Axe Blackstage

Axe

BeneluxOFFICES

  • Toggle Nav

    Benelux

    BeneluxBEN

    Axe

    Axe Blackstage Axe Blackstage

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • OVERVIEW

    Real magic happens when artists play their music live and acoustic in intimate sessions and venues. Where they can’t hide behind big stages, meticulously choreographed lightshows and backing vocal tapes. For Axe we created Blackstage, a global activation where we invited artists to strip back their music to its bare essentials. The result was pure musical magic.

  • Industry:
    Personal Care
  • Services:
    Activation
  • Channels:
    Video/TV, Website, Online Media, Social Media
  • Office:
    GREY Amsterdam
  • Share:

    LinkedIn
  • THE CHALLENGE

    As part of the global AXE Black campaign, Axe asked Grey Benelux to come up with an activation that could be rolled out globally.

    THE REALIZATION

    We all know the big, amplified busy concerts. But the real magic happens in smaller, more intimate sessions. That’s where it’s all about essence of the music where the artist can’t hide behind big stages and loud amplifiers.

    THE SOLUTION

    We created Axe Blackstage. A series of intimate concerts where famous Dutch artists stripped their music back to its essentials, its motto being “Less is more”. We created intimate acoustic concerts which took place in the middle of the night for audiences of only 40 people at a special location in the artists’ hometown. In each country, Axe Blackstage was rolled out with different partners. In Belgium a partnership was established with Spotify and in Turkey the concerts were broadcasted on national television.

    View All Solutions

    Work

    Sort by
  • Sort by:
  • Case Studies
  • Most Awarded
  • Most Recent
  • Inbrekers Index (World’s First Live Burglary on Periscope) Nationale Nederlanden Inbrekers Index (World’s First Live Burglary on Periscope) Inbrekers Index (World’s First Live Burglary on Periscope) Case Study
  • Volvo Tweetball Volvo Volvo Tweetball Volvo Tweetball Case Study
  • Dentidrill iXorg Dentidrill Dentidrill Case Study
  • Rechtsbijstand-up Nationale Nederlanden Rechtsbijstand-up Rechtsbijstand-up Case Study
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:Work&fq=site_root:benelux&wt=json&facet.sort=count&facet=true&start=0&rows=6&group.limit=30&sort=work_date%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&facet.mincount=1&fq=doc_type:Work&fq=site_root:benelux&wt=json&facet.sort=count&facet=true&facet.field=work_industry&facet.field=work_clients_name&facet.field=work_services&facet.field=work_solution_channel&group.limit=30&sort=work_date%20desc
    10.0.1.86