Christmas is widely known as the happiest time of the year. And nobody feels more jolly than Old Santa Claus. Still, there's always room to be Merrier during the Holidays so AXE took the meaning of "Merry Christmas" to a whole new level.

To successfully communicate men everywhere about our new weapon of seduction, we had to once and for all destroy the association that TIME plays against the player. So we created the world Sexiest Clock with one girl who gives out time using her legs in suggestive pin-up style pictures.Every 5 minutes the girl changes her pose going from bored to interested marking the passage of time and the effect of AXE’s new fragrance.

We projected the clock in parties and events sponsored by the brand (Playboy Club 50th Anniversary Party, Electric Daisy Carnival, Coors Light Circotic, Fiestas de la Calle San Sebastián, Justas Interuniversitarias 2010)As well as bars and hook-up joints frequented by men.

The clock was a huge success on all the events where it was showcased. It was so successful, that followers on Facebook asked for their own private version which led to a release of the clock as a downloadable widget.

As for AXE Twist it went from 0 to the second most purchased AXE fragrance in the Island, providing a spike in AXE's sales with a 34% increase. It also helped the brand gain a 2% market share increase.