2013 Winners & Shortlists

Brief Explanation

For Euro 2012, we created an Axe football tournament on Facebook to coincide with the Euros, but instead of asking fans to guess the score, we asked them to vote for which country had hotter women. And because women tend to ask silly questions during football matches, we created Youtube videos of that and encouraged our fans to reply to help the ladies understand. With a media budget of only $1000 during the tournament, Axe Footy was a viral success with thousands of likes, comments, views, and shares, helping Axe own the football conversation online without being an official sponsor.