The AXE Apollo Space Academy, a global competition to send 23 guys into space. For real.
The launch featured a PR announcement with Buzz Aldrin, an epic advertising campaign, a digital hub and a global event - Space Camp held in Florida to select the final cadets to go to space.
The AXE Apollo product launch had all the ingredients we needed to make this the biggest of all time, and it all started with a humble can of deodorant.
