Cannes Lions

AXE/LYNX BODY SPRAY

BBH CHINA, Shanghai / UNILEVER / 2012

Film
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Overview

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Credits

Overview

Execution

Idea: A kiss-powered Art.

On Valentine's Day in India and Thailand, an Axe guy must gather real kisses to complete one giant kiss art within ONE DAY, armed only with an iPad… and Axe body spray.

When a babe kisses the iPad, her kiss appears on the same spot on the giant Kiss Art LED Screen. To form the portrait, our Axe guy must be literally smothered with kisses by babes and strangers.

Outcome

The most-kissed man got celebrated on outdoor spaces, on TV and on the digital space, proving that the Axe Effect works for real.-Over 5.2m online impressions in Thailand and India.-47,000 increase in Axe Facebook fans.-Over 600,000 views of Kiss Art content.-10 minutes free airtime on TV reaching half a million people in India.

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