The Fixers Show

Mekanism built an integrated, multi-platform campaign called The Fixers for the global relaunch of Axe’s “mood transformation” line of body wash and deodorant.

The campaign spans digital and traditional media, and kicked off at the 2009 Sundance Film Festival with an exclusive screening of a short directed by Mekanism’s Tommy Means. The launch of the campaign starts with a series of broadcast spots based on content from The Fixer’s film and is supported by a major print campaign and full screen immersive video site.

Hidden clues are planted throughout the print and broadcast spots that point the audience to Axe’s microsite, TheFixers.com (www.thefixers.com). The site is a hilarious faux talk show hosted by Ty Barnett of Last Comic Standing, that houses educational, peer-to-peer pranks. Barnett, aka “The Fixer”, educates visitors on how to help their friends with the challenges they encounter during the mating game.