the axe circus of awesome

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CANADIAN NEW MEDIA AWARDS

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Heavy.com’s content pages (right) displayed Axe Circus of Awesome custom branded page skins, commercials, text links, and other ad units promoting the campaign. By clicking these units, Heavy users were sent to the Axe Circus of Awesome channel, giving them the opportunity to “Join Now.”

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The Axe Circus of Awesome entry page enabled contestants to enter their Double Pits to Chesty “move within a move” circus talent. Their unique talents would have to incorporate the Double Pits to Chesty “move within a move.” This way the users could interact with the product, creating user-generated content. The page also featured Double Pits to Chesty “move within a move” videos, giving the users another way to interact with the move.

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Phase two content page (right):

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This entry page allowed users to enter to win tickets to the Axe Circus of Awesome Heavy 10th Anniversary Party. This gave users a different opportunity from “joining the circus,” to still participate in the campaign. The Double Pits to Chesty “move within a move” video wrapper and videos we’re featured during phase two.

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Double Pits to Chesty “move within a move” videos featuring Adam Jones were featured on the Axe Circus of Awesome channel during phases one and two (below), and were posted on Heavy.com’s home page throughout the entire campaign.

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http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-slow-motion/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-can-cam-2/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-x-ray/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-behind-the-scenes-at-axe/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/axe-motorcross-amazing-jump/

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Phase three content page (right):

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The Axe Circus of Awesome channel hosted the six Double Pits to Chesty “move within a move” performer webisodes (below).

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The six webisodes were lined up enabling Heavy users to watch several, if not all six videos, during a visit. Before each video, a video-commercial would play reinforcing the Double Pits to Chesty “move within a move.” Below are links to the six Double Pits to Chesty “move within a move” performer webisodes: http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-acrobat/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-soccer-trick/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-capoeira/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-break-dance/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-bike-balance/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-circus-clown/ ACROBAT SOCCER TRICK CAPOEIRA BREAK DANCE BIKE BALANCE CIRCUS CLOWN

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On December 9th 2009, the Axe Circus of Awesome Heavy 10th Anniversary Party came alive. The co-branded event’s footage was filmed and posted on the Axe Circus of Awesome channel, keeping the Axe Circus of Awesome spirit alive for just a little longer. The home page (right) housed ad units directing traffic to the final event’s footage.

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Axe Circus of Awesome Heavy 10th Anniversary Party 12/09/09 The Axe Circus of Awesome Heavy 10th Anniversary Party event was held at the Toronto nightclub Circus, where five-hundred plus guests attended. The freakish and whimsical theme was everywhere; there were balloon men, strong-man machines, hot dog, cotton candy and pop porn kiosks, kangaroos, a baby tiger and a lion. Axe body spray and Double Pits to Chesty “move within a move” were hard to miss; sampling, Axe branding, and the Double Pits to Chesty “move within a move” performers were the final notes to the perfect event.

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Phase four content page (right):

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The Axe Circus of Awesome channel hosted two Axe Circus of Awesome Heavy 10th Anniversary Party” videos (below).

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Before each video, a video-commercial would play reinforcing the Double Pits to Chesty “move within a move.” http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-1/ http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-2/