Axe - Larissa Riquelme

The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. Our strategy was to fuse both things men love the most: Soccer and Women. So we created the “sexiest billboard” to appeal to men. We got amazing results, as we were able to get everybody's attention on our brand, generating millions and millions of dollars in free press.

Advertising Agency: Biedermann McCann, Asunción, Paraguay

Executive Creative Director: Federico Perie

Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull

Art Director: Ale Rebull

Copywriter: Oscar Vera