Unilever-owned Axe, under the name Haus of Axe, launched a series of short films in Brazil entitled Romeo Reboot. The shorts are a remake of the Shakespearean tragedy Romeo and Juliet, featuring four modern day romantics and directed by a selection of critically-acclaimed Brazilian filmmakers and storytellers.
The content was advertised using programmatic-powered trailers, which target four different audience segments based on factors such as musical tastes and previous brand purchases. Six of 11 scenes in the trailer can be personalized according to the viewer’s profile, resulting in a total of 100,000 possible permutations of the advert.
The campaign was created with research firm Box1824 and advertising agency CUBOCC, São Paulo. Produced by KUMITE.