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.

The solution was to create the sexiest billboard in the world... Tattooing the Axe logo on Larissa Riquelme's chest, taking advantage of the explosive popularity of the Paraguayan model after she was named the 'World Cup’s girlfriend' by the international media which was covering the World Cup.The impact generated around Larissa Axe case was such that she was invited to important worldwide promotions and programmes.

- The Larissa Riquelme/Axe Joint helped achieve brand exposure worldwide, making over 2 million dollars in free press.- Revolution of the social sites, showing girls with the brand logo AXE tattooed on them.- We made the Larissa Riquelme/Axe phenomenon become a case study for research in forums and marketing blogs, university programmes, academic lectures, international pages and more.