Cannes Lions

AXE BODY SPRAY

VEGAOLMOSPONCE, Buenos Aires / UNILEVER / 2006

Film
Film

Overview

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Credits

Overview

Description

The campaign's objective was to boost consumption of Axe bodyspray. To achieve this we thought that the best way was to encourage guys to spray it all over the bodies.The different executions of the campaign show that spraying Axe all over your body has benefits because girls will follow the trace of Axe and do whatever guys want them to do.Through communication, we offered them sexy and funny stories of different applications to make them play with the product.

Execution

The campaign started with a first wave of 7 TVCs asking consumers to "Show them the way". These TVCs where supported by print and a booklet called "Bodysutra" which is a guide for different Axe applications depending on the behaviour you want girls to have.At the same time, Bodysutra traveled accross other non traditional media such as images in bathroom mirrors, TV hosts creating their own applications, T-Shirts with stamped applications, etc.There was also a 2nd phase, where we played with the concept and asked them to "Show them the right way". We launched a fake Axe User's Manual where we explain guys the right way to spray Axe for a certain situation. This wave was also supported by print, OOH, and non-traditional media.

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