MTV Brazil was premiering a new show (“Descarga”), in which VJ Marcos Mion made fun of the worst music videos ever made. The idea was to co-produce a branded segment of the show, in which Mion would substitute music videos for footage of young males on the prowl. We went to 10 of the hottest mating spots in Sao Paulo, the clubbing capital of Brazil. The mission was to expose the shame of pick up artists who still haven’t discovered the power of the Axe Effect. Our soldiers were 2 gorgeous models (the Axe Angels). Our equipment were 3 spy cameras and microphones. Our lenses captured the lamest attempts to seduce our models. Every week, Axe provided the show with footage of the worst pickup lines captured by our hidden cameras. It was then up to VJ Marcos Mion to turn this shameful moments into an outrageously hilarious act.

The activity was an unprecedented media partnership between Axe and MTV Brazil, which allowed us to co-produce an entire segment of the show. We conquered our consumers by delivering Axe’s message through seriously entertaining content.