Axe Extends #KissForPeace Effort With Crowdsourced Messages Of Peace
How powerful is a kiss? Unilever's Axe believes it can be strong enough to bring about peace, a concept explored in its latest crowdsourced campaign.
As part of its Make Love Not War campaign, Unilever’s Axe partnered with the advertising crowdsourcing community Tongal for “Kiss For Peace,” an effort which solicited videos from the community to become part of the campaign.
The brand found four directors to work with and the effort resulted in four very powerful messages in which a kiss helps to end the cycle of violence.
The campaign website, The Axe Peace Project, urges visitors to participate by finding a friend to kiss, taking a picture of that moment and sharing it on Instagram, Twitter or Facebook with the hashtag #KissForPeace.
Here’s one submission from earlier in the campaign:
— Mariah Evelyn † (@mariah_garcia) February 3, 2014
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