Axe - Reveille toi!

Here is an opportunistic campaign for Axe in France. A fine targeted idea, although there are women who love football and watch the World Cup.

Lynx - Celebration

As everyone on the planet knows, this summer the 2010 World Cup Finals are taking place in South Africa. Axe/Lynx wanted to continue its tradition of providing an Axe/Lynx point of view on major cultural events relevant to Axe/Lynx guys. This summer Lynx/Axe produced a series of patriotic posters for some of the competing nations in this summer’s World Cup finals. The posters were produced for a number of countries, aiming to latch onto and evoke the nations pride during the finals. The posters capture an infamous celebration known throughout the football community, one that crosses cultures and can be understood whatever the language. Hopefully, if guys use Axe/Lynx during the tournament, it will be the girls that will be celebrating.

Advertising Agency: BBH, UK

Creative Director: Dominic Goldman

Art Director: Dean Woodhouse

Copywriter: Hugo Bierschenk

Design & Retouching: Gary Mead, Alex Murray

Planner: Tim Jones

Engagement Planner: Ben Shaw

Axe - Tien-toi pret!

Axe is about to launch its digital activation in France, and will release this video this thursday.

Axe Rise Up is a shower gel, whose promise is to wake you up, so that you don't miss any opportunity - in the Axe semantics that means don't miss the girl.

The video is a brilliant and playfull illustration of it.

The kind of video one might want to watch twice, with sharing potential.

Made by Buzzman.

Text translation :

- Look closely at this guy

- He didn't notice the 10 beautiful girls around him.

Apparently neither did you.

- Wake up and get ready.

Lynx Dry

A new Unilever campaign for anti-perspirant deodorant Lynx Dry which tells viewers that “girls look hot wet” was launched.

The creative, conceived by Unilever and Generator Unlimited is being supported by an interactive website.

Created by Soap Creative, the website’s main section features an image of a sweaty man. The user can move an icon of a Lynx Dry can over his underarms to eliminate the perspiration.

While this is happening, on the other side of the screen a woman is shown clothed and dry. Water is then splashed over her and she happily poses to show how “hot” she looks when she is wet.

It follows the same theme as the TV ads in which the voice over states: “Girls look hot, wet. Guys don’t”.