Virtual hair hop

Axe takes its augmented reality act on the road.


advertiser: Axe Canada
agencies: Capital C, Monster Media

Axe, for the first time in Canada, is taking augmented reality technology on the road in a month-long tour that’s seeing a branded truck make 11 stops between Toronto and Montreal. The AR experience on wheels will let guys at events like the Warped Tour and Montreal Jazz Festival experience what it’s like to get some serious hair action (girls getting their hands up in guys’ dos)…well, virtually at least. Developed by Toronto-based Capital C, with content created by Oakville, ON-based Monster Media, the experience uses facial recognition technology to offer participants five different 30-second virtual scenarios. One, for example, involves girls competing to get their hands in the participant’s hair, with accompanying sound effects. Afterwards, the guys are treated to a product sampling so they can test their luck when their reality isn’t so augmented.