AXE, a company known for their sexy advertising campaigns, has done it again with their latest unconventional marketing campaign. Â 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 everybodyâ€™s attention. The strategy was to fuse both things men love the most: Soccer and Women. So Axe created the â€œsexiest billboardâ€ to appeal to men. Axe got amazing results, as they were able to get everybody’s attention on the brand, generating millions and millions of dollars in free press.
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Advertising Agency:Â Biedermann McCann, AsunciÃ³n, Paraguay
Executive Creative Director:Â Federico Perie
Creative Directors:Â Oscar Vera,Â Marcos Valdez,Â Ale Rebull
Art Director:Â Ale Rebull
Copywriter:Â Oscar Vera
Published: June 2010