Big bets on small businesses
Inspired by Billions villain Bobby Axelrod, we brought his fictional firm, Axe Capital, into the real world — turning Kickstarter into our trading floor and funding over 20 campaigns from everyday entrepreneurs. We treated a crowdfunding platform like a social one, backing bold ideas, and reaching our audience where they already were: taking risks, building big, and betting on themselves.
The activation blurred the line between fiction and reality, sparked real conversation, and drove over 25 million impressions.
Billions: Backed By Axe
Real creators, real capital. Fans shared their wins on social media, and Forbes called it a blueprint for branded innovation.
Awards
Shorty Awards: Winner – Emerging Platform · Winner – Contest or Promotion
Clio Awards: Silver – Television/Streaming Innovation · Silver – Social Media
D&AD: Winner – Use of Social Media
Cannes Lions: Honoree – Innovative Use of Social