Building Brands In Digital

Susan Glenn

BBH New York
Unilever’s Axe

Gold Winner

Cross-Media Integration

“Susan Glenn is a fantastic example of modern storytelling across different media... ...the idea was expressed with the right creative in each channel.”

Susan Credle

Susan Credle
Chief Creative Officer,
Leo Burnett

Nearly every guy remembers a girl from his youth—the one that got away. Call her Susan Glenn. Unilever’s Axe and BBH New York decided she’s the girl to inspire a new generation of 15- to 21-year-old guys. Through an integrated, cross-media campaign featuring unbranded memes, social media (#SusanGlenn), and branded media—including an interactive billboard in Times Square and a 60-second film—Susan Glenn and Axe captured the hearts and minds of millions. The video itself commanded 30 million views with a 75% completion rate and a 95% “thumbs up” rating. The campaign has gone down in history as one of the most successful ever for this cutting-edge advertiser.

Susan Glenn is a fantastic example of modern storytelling across different media. Like any good marketer, the team listened to the people they were talking to—guys who want to smell attractive. And they found a truth: most had “that girl” whom they never had the courage to approach. The team created a conversation that was just waiting to be had through a simple creative idea: who is or was your Susan Glenn? A breathtaking piece of film took this conversation to the masses. Assets from it were not simply re-purposed in other media, but rather the idea was expressed with the right creative in each channel. Each individual piece each held its own, and when experienced together, they became a nuanced story. When I see an idea like Fear no Susan Glenn, I am anything but fearful for the future of our industry.”

Susan Credle, Chief Creative Officer, Leo Burnett

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