Boyfriend's Day was coming up, and we had to find an inexpensive and smart way of making that date our own. This day competes with the brand's core concept. This day competes with the brand's core concept. Axe represents the woman you set out to conquer, while Boyfriend's Day means that you already conquered her.

On Boyfriend's Day (celebrated on September 24 in Argentina), we set up a secret facility in the men's room: Axe Strip Toilette. We basically gave away 5 minutes of singlehood. We filmed everything and then uploaded it to YouTube.

We became the most searched video of the month in YouTube Argentina with more than 1,190,000 views. Axe became 1 of the 3 most watched channels. The action was reported by media from all over the world.