Unilever Axe Philippines is searching for the world’s first Filipino to go to space via OPEN

OPEN Philippines has been engaged by Unilever Axe Philippines to find the world’s First Pinoy Astronaut. The campaign is part of a global push for the launch of new male grooming fragrance Axe Apollo.

OPEN, the specialist retail marketing agency of Lowe + Partners, takes charge as strategic and creative lead for the Philippines leg of this campaign to find everyday people who can “Leave a Man, Come Back a Hero”. The agency’s remit is to localize the Axe Apollo Space Academy (AASA) and oversee the Philippines campaign from its initial stages until actual liftoff in 2014.

For their biggest and most ambitious marketing move in 30 years, Axe is introducing Axe Apollo by scouring over 20 countries for 20-30 people to turn into astronauts. This bold endeavor has brought to light the AASA, even getting legendary Apollo 11 astronaut Buzz Aldrin as the official spokesman.

Gem Laforteza, Brand Manager for Axe Philippines said: “The program we’ve launched is an opportunity for our great nation to join the global community in taking the next big leap. We’re very excited to meet the First Pinoy Astronaut. It could be anyone.”

Alan Fontanilla, Managing Director for OPEN Philippines added: “This is an exciting time not only for us but also for anyone who has dreamt of going farther beyond the skies. We have worked with Axe before and are delighted to be on board again for such a unique and inspiring campaign.”

Axe and OPEN’s efforts have enlisted more than 20,000 aspiring Filipino astronauts to date – placing the Philippines in the Top 5 countries with the most registrants after the US, UK, Germany and France – and resulted to a 200% increase in Google searches for the brand since the launch, even outdoing previous digital campaigns for Axe. Two Philippines’ semi-finalists will head to the AASA Global Space Camp in Orlando, Florida, for the final selection process in December 2013.

Axe, also known as Lynx in some countries, is one of the world’s most popular male grooming brands.