The Axe effect
Posted by NovaAngel at May 22nd, 2007
A campaign for deodorant Axe in Columbia by Lowe/SSPM proved spot on as it collected a Media Lions Award for best use of magazines. It’s more-than-direct approach used a sticker-top on a magazine that, when peeled off, revealed the line: “Taking her dress off without her getting mad at you. That’s the Axe effect.”
Reflecting the growth in online campaigns, the Cannes Cyber Lions saw a rise of 22 per cent in entries over 2004, with Crispin Porter + Bogusky the Grand Prix winner for its Comeclean.com Web site
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