2007 Winners & Shortlists

The Brief

7

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The simple yet creative idea was that Axe was the ultimate tool for a young man looking to attract women. With Axe, he would be completely irresistible. So the Axe website gave them everything they wanted, from pick-up lines to seduction tips, all with a dash of humour. The mouse pad tickled their funny bone too, and led them to the site. Engaging, intelligent ads and posters drove home the point that Axe was all they needed to get the woman of their wildest dreams.

From being a relatively unknown brand, Axe went on to become the most popular and fastest-growing brand in the Unilever portfolio in 2006.