2011 Winners & Shortlists

Execution

Brief: Build an Interactive device to bring The Axe Effect alive, using a concept that has high Talkability potential with the youth. Creative Strategy: Axe has a Primal and Playful tonality at its core and is known as a brand that makes the AXE Man irresistible to women, giving him an edge in the Mating game (The Axe Effect). An integral part of youth is being a prankster. With that as the core concept, the idea was to engage the youth by using a fun device: The Axe Victim Cut-out. Cut-outs of life-sized women were placed on the pavements at key youth hang-outs, which generated intrigue amongst our audience. The cut-out depicted a woman laying down on the ground with her hand stretched out, almost as if she was reaching out for a passer-by. The area on the palm read: ‘To Experience The Axe Effect, Step Here’. Once the passer-by stepped on her palm, he would experience the true Axe Effect. The palm has very slight gumming, which sticks to the shoe and results in the woman being dragged, stuck to the Axe man’s shoe, while he walks away. It was simple, fun and thoroughly engaging for the TG.