The campaign for
AXE was brought to life by
MrTomcat in a Subscribe production — translating the gaming concept of "respawn" into the real world. The hero receives a quest: catch "Speedy the Pastry," a character spreading his notorious stench across the city. After an inevitable defeat, AXE enters as the ultimate power-up — one refresh is all it takes to transform a beaten runner into a confident gentleman. Our original creative concept delivered organic results that far exceeded expectations.