AXE Black, with the help of agency J. Walter Thompson Manajans, wanted to make quiet look cool. So it set up a soundproof studio in the middle of one of the loudest places on Earth: Istanbul. Passersby could only see and not hear as local Turkish groups like Adamlar, Sapan and Biz performed in the "Silent Window." The only way to hear the music was to connect to the Axe Black WiFi, but there was a catch: They could listen to the bands, but they were unplugged from other social media accounts. The Axe Black Silent Window became Turkey's most tweeted outdoor project, with a total reach of 6 million. The Silent Window was also featured in Turkey's Medcezir, an adaptation of the Fox teen drama The O.C. During the show, the protagonist entered Silent Window, started singing during the episode and then continued during the commercial breaks, becoming an extension of the show. During the "Bring the Quiet" campaign, Axe Black was the most sold Axe variant. —Tim Baysinger.