'BLACKSTAGE' is a live concept, a series of unique concerts, part of the launch campaign for the new product 'AXE Black'. Inspired by the 'Less is More' theme, famous Dutch artists are challenged to go back to the essence of their music. The concerts took place in an intimate acoustic setting, in the middle of the night, at a special location in the hometown of the artists.

My role: Account, Strategy, Concept.

Company: Universal Music

Client: AXE (Unilever)