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Axe unveils its 2014 campaign with an intimate party

See also was on the scene at events space Center548 for an intimate party hosted by Axe where the Unilever brand unveiled its new campaign "Axe Peace - Make Love Not War." Guests enjoyed tasty hors d'oeuvres and cocktails on Jan. 16. After mingling for an hour, Axe gave guests a preview of its Super Bowl ad, which is pretty epic and was shot around the world. The commercial was projected on one of the walls of the venue. In the beginning, it seems like several countries are about to go war, but nothing is what it seems…

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You can watch the extended cut of the commercial here or the Superbowl edit here.

The AXE Peace line of products includes body wash, body spray, antiperspirant, deodorant sticks, "smooth things over the face wash," "cease fire control cream," and "peace shampoo". At the event, Axe branded pillows were stacked like sandbags! The whole space was transformed into a "war zone" of sorts with life sized trucks and helmets and other props adorning the room. James Murphy of LCD Soundsystem fame was the surprise celebrity DJ for the evening. After his set, he graciously took photos with fans. We also spotted Mack Wilds and DJ Kalkutta at the party.

There was a fun photo both at the event, which created gifs out of four different poses. Guests also left with a printout from their mini photo shoot. Using cute props, we were able to rock our grooviest peace poses. Another cool aspect of the new campaign is that everyone who uses the hashtag #kissforpeace, supports Peace One Day.


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