In an out-of-this-world marketing campaign, Axe, the grooming products brand for men, has gone above and beyond by enlisting the legendary astronaut Buzz Aldrin to endorse their new "Apollo" fragrance. But that's not all—Axe has also launched the Axe Apollo Space Academy, a groundbreaking initiative that will send 22 lucky individuals into space.

To achieve this, we devised an online game through which entrants could compete for the chance to obtain the coveted golden ticket to space. A part of the game, participants engaged in various mini-games, ultimately leading to a final challenge - assembling a team of three female crew members in preparation for the zero-gravity environment.

From January 9 to February 3, men had been able to win a "bonus" space trip as Axe celebrates its SuperBowl ad. For others worldwide: Create a profile and seek votes. Top scorers face country-specific challenges, with 20 winners advancing to 'Space Camp' in Florida for intense tests. If the Lynx spacecraft isn't ready by 2020 end, the winner receives an $86k prize after a seven-year wait.

At LaRed Berlin we executed a comprehensive campaign across multiple online platforms to identify potential candidates for the Apollo mission. Harnessing the influence of social media, we successfully identified and recruited 106 men who will ultimately embark on the journey into space and return as heroes.