Axe: Protect Us From The AXE Effect

Ad Agency
Video advertising:

There was a faint scent of protest when we aired a radio spot for AXE that was a little ambiguous -- was it a women playing tennis energetically (a la Maria Sharapova), or was it a woman doing something else? So we decided to create our own protest (against our own product!). We sent a group of attractive women protesters onto the city streets proclaiming "Protect Us From The AXE Effect". Of course a group of attractive women waving banners and signs on the streets of downtown Nairobi was bound to attract attention. And so it did -- from the public, TV news teams, radio stations, magazines and bloggers. The net result was that we gained a lot of mass media exposure explaining the AXE effect, at minimal cost to the client. Mission accomplished!

Advertising Agency: TBWA East Africa, Nairobi, Kenya

Executive Creative Director: Jimmy Geeraerts / Art Director: Yash Deb
Copywriter: Mark Kovalevsky / Additional Credits: Chris Madison, Kenneth Njihia, Stephen Baya, Elijah Masua, Mary Anne Mumbi