Toronto (Canada)      Adbloc Media is proud to announce AXE’s Heat up the Slopes campaign, executed by Adbloc Media, Mindshare and Crispin Porter & Bogusky, was voted Grand Prize winner at the 2012 Out-of-Home Showdown, presented by the Ad Club of Toronto. Heat up the Slopes also took home the category award for Best Non-Traditional OOH Campaign in live voting by industry peers at the first annual event.

Peter Machalek, Adbloc’s Senior Partner beamed, “the AXE campaign was an absolute stand-out: unique engaging creative from CPB; a media that placed AXE messaging literally in-the-face of their male millennial target; and complimentary venue touch-points developed by AXE, Mindshare, CPB and Adbloc that were truly memorable.” Machalek added, “AXE’s Bra & Panty Tree sponsorship – YES, probably the first ever sponsorship of a Bra & Panty Tree – received international attention… everyone just loved the concept!”

Adbloc Media has 16,000 ad faces placed on the safety bar of chairlifts across Canada, targeting the most affluent participant sport audience – skiers and snowboarders – who spend an average of 7 minutes absolutely captive with our partners’ brands and messages.

In addition to Unilever’s uber-popular AXE brand, Adbloc Media has partnered with notable Canadian advertisers including: Merck, MINI, BMW, Sirius Satellite Radio, SONY, The Northface, Honda, Sobeys/IGA, and Clublink Corporation, among others.

A video of the campaign is available here: