Spotted! Axe takes to the slopes

The Unilever brand sponsored a bra tree and placed ads at 10 ski areas to target young males.
AXE.Bra Tree 1

Axe is targeting skiers and snowboarders in their natural habitat with a campaign at 10 of Canada’s ski slopes.

Partnering with OOH company Adbloc Media, which has a network of 16,000 faces at ski areas across Canada, the campaign features media by Mindshare Canada and creative from CP+B, and targets males aged 16 to 25 with ads in the singles chairlift line which say¬† “Singles: Avoid Being Single Tonight.” The execution also sponsored bra trees at the slopes, with signage saying “Feed the Bra Tree.”

Peter Machalek, partner at Adbloc Media tells MiC his company approached Unilever with the idea for the execution, which is running at slopes including Mount Tremblant and Mount St. Louis Moonstone.

The ads started running at the slopes on Feb. 20 and will be in place until the end of March, says Machalek.