In 2013, AXE launched the AXE Apollo Space Academy, a global initiative to send guys to space. The campaign idea ‘leave a man, come back a hero’ promised that when it comes to attracting girls, nothing beats an astronaut. Launching with a message from Buzz Aldrin and supported by a fully integrated campaign, AXE invited guys to sign up via our socially enabled hubsite. Lucky recruits were sent to Space Camp in Florida where 23 were selected for the adventure of a lifetime. Space. This epic story will be told in a TV documentary called ‘Generation Astronaut’ that will air in over 50 countries.
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