The product is called Axe Excite and the brief was to turn Saints into Sinners. Axe Excite - a product so potent even Angels will fall. This was our idea.

The campaign was seeded initially with the Apple I-Ad on consumers iPhones, which was the first use of the media in this category. This was followed by the launch of the TV, Outdoor and press to help generate fame around the idea. Online was used to both drive awareness and engagement, with a variety of digital ads.

In the majority of the 88 markets this campaign has run, Axe Excite has had the highest sales recorded for any Axe product. As a consequence Unilever have commissioned an Angels 2 campaign to support this success, to be launched later this year.