AXE Partners With League of Legends Esports  and Asks Fans "What's Your Move?"

AXE Partners With League of Legends Esports and Asks Fans "What's Your Move?"

Nov. 04, 2019

AXE has always celebrated positive moves in the game of attraction and now wants to do the same in the world of gaming. AXE, the official men's grooming partner of League of Legends esports global events, has just launched its first campaign; "What's Your Move?" at the 2019 World Championship. Created with 72andSunny Amsterdam, the integrated campaign aims to inspire moves in and around the game. 

The partnership reinforces the grooming brand’s commitment to use their AXE GAMING platform to inspire and enable gamers to bring their confident moves in connecting with others. AXE was announced earlier this month as the official men’s grooming partner of League of Legends Esports’ global events.

Whether in life or in the game, it’s the moves that count. To introduce AXE Gaming and its irreverent tone to the League of Legends Esports community, an integrated campaign ‘What’s Your Move?” kicked off with a 30’ teaser which presents a Talking AXE Can. The customized Ice Chill can is inspired from the gaming world. The coolest bit of the video? When the can is sprayed, it delivers an iconic League of Legends line from the game.

The campaign also features multiple brand films that bring the in-game moves into the real world, while keeping AXE’s light hearted tone. 

Gaurav Raisinghani, Global Director for AXE, said:

“We’ve been massive fans of League of Legends Esports and of the community they’ve built. Our campaign had to hold true to both the game and its players. Each brand film has a keystroke at its heart – referencing legendary characters from the game and featuring some of their iconic moves. With each keystroke a different move to be made - a strategic decision that can make or break your game.”


The films,  ‘Chrono Break’ and ‘Shop Button,’ will air on the 2019 World Championship broadcast and at the events in Madrid and Paris. The partnership also includes in-tournament activations, including a ‘What’s Your Move?’ Dance Cam, a unique augmented reality experience where fans can ‘Enter the Rift,’ and an RFID-enabled gaming scavenger hunt at the Esports Village in Paris. 

Adam Koppel and Benny Everitt, Creative Directors, 72andSunny Amsterdam, said:

“With AXE, we know how to make funny ads. But making funny, esports ads was new to us and it was important that we capture the authenticity of League of Legends. There are many Easter eggs in these. We aimed to make every move, reference, expression, keystroke, sticker, and bit of wardrobe resonate with the community, and hopefully everyone loves them.”


League of Legends Esports’ best-in-class partners include AXE, Louis Vuitton, MasterCard, Alienware, State Farm, Secretlab, OPPO, and Red Bull.

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