BBH New York
“Susan Glenn is a fantastic example of modern storytelling across different media... ...the idea was expressed with the right creative in each channel.”
Chief Creative Officer,
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