• Language
    • GERMAN
    • FRENCH

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


AXE Rejects UEFA Ruling and Hijacks Football Pitch with Pride Flag

AXE and LOLA MullenLowe developed an AR lens to show support for Pride on and off the playing field

AXE Rejects UEFA Ruling and Hijacks Football Pitch with Pride Flag

Earlier this week UEFA made headlines when it rejected the request of Munich's Mayor Dieter Reiter to illuminate the Allianz Arena with the colours of the rainbow flag for the European Cup football match between Germany and Hungary. The organisation rejected the proposal because it was motivated 'by a political decision' taken by the Hungarian Parliament. 

This prompted AXE and their creative partner LOLA MullenLowe to seize the moment and connect with young guys on and off the pitch. As the leader in men’s grooming, AXE believes that attraction is for everyone and between anyone. If you’re into it and they’re into it, AXE is into it. 

AXE knows from market research that almost 50% of men are afraid of being different and are afraid of being judged and pigeonholed. As a brand that is committed to championing all the ways people experience attraction, AXE developed a new Augmented Reality (AR) lens to support this mission. 

During the Germany vs Hungary match, AXE offered a Snapchat lens that allowed Snapchatters in the stadium to digitally transform the green playing field into the rainbow flag. Snapchatters could share their images and show support for freedom of expression. Fans, creators and influencers which included German player’s wives, took part in the activation garnering over 2.5MM impressions and share rates of 150% vs the benchmark.


AXE is an ally 

AXE is committed to motivating young people to work for diversity, respect and acceptance. The brand sets an example with unisex fragrances and actively supports the Action Alliance against Homophobia.  Since 2019, the AXE Pride Love is Love Edition has been available every year.

Together with the Action Alliance against Homophobia, AXE supports the LOVE IS LOVE competition giving visibility to projects where young people campaign for diversity and acceptance in their communities. Whether supporting a genderless school bathroom or an awareness campaign against prejudices in the communal shower at a sports club, these projects demonstrate that LOVE IS LOVE, whether lesbian, gay, bisexual and heterosexual or trans* and inter*.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Campaign: AXE Pride Lens

Brand: AXE, Unilever

Global Brand Director, Unilever: Caroline Gregory

Global Brand Manager, Unilver: Jamie Brooks

Germany Brand Manager: Hannan Moelder

Global Business Leader, IPG: Federico Duberti

Global Strategy Director, IPG: Gerard Crichlow


IPG Creative Agency: LOLA MullenLowe

Managing Director: Tom Elliston

Executive Creative Director: Tomás Ostiglia

Creative Directors: Kevin Cabuli, Jorge Zacher

Creative Supervisors: Manuel Castillo, Enrique Torguet

Creativos: Joa, Gines

Head of Planning: Lucas Rodriguez

Head of Production: Felipe Calviño

AR Partner: Snapchat

PR Agency: Golin Germany

Managing Director: Uta Schwaner

Category: Corporate, Social and PSAs , LGBTQ+