The Pride Chroma AR Experience
AXE's bold stand for Inclusion and Diversity: Transforming the football pitch into a Rainbow Flag with a Snapchat Lens.
When UEFA banned the lighting of the German national stadium in rainbow colors for Pride in June 2021, AXE took a stand. We created an augmented reality lens in less than 24 hours, transforming the stadium into a rainbow flag and allowing fans to show their support.
2021
This campaign, reaching over 2.5 million fans and amplified by local influencers, was a powerful demonstration of AXE's core brand message: attraction is for everyone and between anyone.
It also promoted AXE's UNITY product line, a unisex fragrance celebrating the diversity of love. The campaign was a swift and effective response to a moment that gained international media coverage, showing AXE's commitment to diversity, inclusion, and respectful togetherness.
