Unilever: "Even Angels Will Fall" Ambush & Campaign 2011

Lynx and Axe Angels will Fall

Unilever is presenting Lynx Excite and Axe Excite as the nadir of angels in “Angels Will Fall”, a television, ambient and interactive advertising campaign. Lynx Excite was promoted in two augmented reality “ambushes” in Victoria Station, London, and the Birmingham Bullring. Once people stepped inside the special Lynx Excite box, each of the Lynx Angels would fly down and greet them.
– Client: Unilever
– Agency: BBH London (Campaign), MJZ (Filming), Work Post (Editing), The Mill (Postproduction), GillouBox, LookKittens, and Oil Productions (Facebook App), Minds Eye Media (Augmented Reality campaign).
– Location: British railway stations
– Launch: March 2011 (March 5: Victoria Station London)
– YouTube (HD) The Victoria Station Ambush video: http://www.youtube.com/watch?v=rFuUFeQIdpk
Set to the theme tune of the ‘Fallen Angels’ version of ‘Sexy Boy’ by Air, the provocative 30 and 60 second adverts show the residents of a picturesque European town going about their business when suddenly a bevy of beautiful winged angels fall from the sky and search out the gorgeous young man who has captivated them by using Lynx Excite for the first time.
The Fallen Angel Facebook game invites players to answer questions about Facebook friends in a bid for a chance to party in real life with English model Kelly Brook. Lynx Excite was promoted in two augmented reality “ambushes” in Victoria Station, London, and the Birmingham Bullring. Once people stepped inside the special Lynx Excite box, each of the Lynx Angels would fly down and greet them. On the Netherlands Axe site, young men were invited to compete for a chance to live in “Heaven on Earth” with three winged models.
Via: http://theinspirationroom.com/daily/2011/lynx-and-axe-angels-will-fall/ (29.3.2011)

Campaign Videos on YouTube

– YouTube (HD) «Angels Will Fall»: http://www.youtube.com/watch?v=EfeVEAZkJqM
– YouTube (HD) The behind-the-scenes video: http://www.youtube.com/watch?v=KuUiwAirX9A
In the UK Unilever commissioned a number of artists to draw their particular versions of angels.
– YouTube (HD) The Copyright Graffiti video: http://www.youtube.com/watch?v=rvLMdHBb9xo
– YouTube (HD) The Miss Led commissioned canvas video: http://www.youtube.com/watch?v=TyrlDe6uwEU
– YouTube (HD) The Victoria Station Ambush video: http://www.youtube.com/watch?v=rFuUFeQIdpk
– YouTube (HD) The Heaven on Earth video: http://www.youtube.com/watch?v=bMOZiv_OM4o
– YouTube (HD) The Kelly Brooks Facebook Invite video: http://www.youtube.com/watch?v=Yeth4Rs-e_o
Via: http://theinspirationroom.com/daily/2011/lynx-and-axe-angels-will-fall/ (29.3.2011)