Cannes Lions

SHOWER GEL

BBH, New York / UNILEVER / 2008

Film
Film
Film

Overview

Entries

Credits

Overview

Description

Axe Boost Shower Gel contains guarana and volcanic stone extract: ingredients known to stimulate the mind and give guys a mating-game edge. We took this one step further by suggesting guys who use Axe Boost can boost their Extra Sexual Perception (E.S.P.) and foresee the hook-up future. These vivid premonitions help guys stay one step ahead in the mating game so they continuously find themselves in the right place at the right time, experiencing paranormal success with the ladies.

Execution

A series of television interruptions or "teasers" seeded the phenomenon of E.S.P. Then E.S.P. fully invaded culture through television, radio, viral films, and a skit on Jimmy Kimmel Live. We also developed a unique sampling program: a late-night infomercial and website featuring The Amazing Mack who peddled a free book The Amazing Secrets of E.S.P. containing a unique product sample that promised paranormal success with the ladies. Guys who ordered the free book would find the Amazing Mack's secret was, in fact, a bottle of Axe Boost stashed in the book.

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