If people had been wandering along Long Street in Cape Town or Greenway Road in Greenside, driving down Maude Street in Sandton or passing through the amphitheatre at the V&ampA Waterfront in Cape Town over the last few weekends, they may have been ‘hit’ by these falling angels.

As one can tell from the videos (see below), the angels are quite dazed and confused about their whereabouts after crash-landing on Earth, so hopefully kind-hearted Axe guys took it upon themselves to show them where to find a place to rest their weary wings.

www.youtube.com/watch?v=SdT8YSX63tY
www.youtube.com/watch?v=HRD5SAypugQ
www.youtube.com/watch?v=8_GiceYiJmQ
www.youtube.com/watch?v=FBxP8t9GqKE
www.youtube.com/watch?v=7RNCcW_EYaM
www.youtube.com/watch?v=0TwWhCpLHek

Similar projections have been done in Chile recently. Each projection took place for over an hour, allowing the public to be exposed to the AXE angels through a relatively new medium. The projections were done from the back of a double cab bakkie by Sound Media, the agency tasked with this activity. The team placed a voltage regulated generator in the back to feed power into the cab and projected with a Sanyo XS 47 15000 Ansi Lumen in the back seat. The source signal was VGA from a laptop.

“AXE is an exciting, youthful, cool brand and we like to use this approach when communicating with our target market. Axe guys like to feel like VIPs – this is why we planned the ‘invite only’ party for a few lucky AXE guys who won exclusive tickets through the AXE Cloud 9 Party competition,” said Kyle Carson, assistant brand manager for AXE. “We were guaranteed to grab the attention of AXE guys using building projections of gorgeous angels falling to earth – the videos that were filmed captured the interest of the Facebook group very well.”