AXE Open FC24

In collaboration with GroupM Nexus, Mindshare and efotboll.se we created AXE Cup, an innovative experience in FC24 designed to drive brand affinity for AXE by connecting authentically with their audience and leverage attention over 7 weeks of broadcasting from AXE's own studio featuring well known personalities and brand ambassadors who further promoted the event on Twitch and their own social media channels.