Anchored in the seduction territory in which Axe is a leading brand around the world,the TVC shows the life of a guy who perspires excessively; so excessively, in fact, that he can’t seduce the girl he likes.The commercial presents an innovative aesthetic aspect for the brand given by the non-traditional camera use and by the settings in which it takes place. The kind of humor it uses and the way the story is told are also fresh approaches for the brand, which aims at consolidating the product in the minds of consumers.

We wanted consumers to feel that using Axe they will always be surrounded by beautiful girls.The concept we developed was "Axe Hotel, the only hotel in the world with female staff exclusively". The Hotel was placed in a ski resort in Bariloche, Argentina.Each winner would be able to invite two friends and spend a week in the Hotel enjoying sport activities and clubbing.To participate consumers had to enter the brand site (www.hotelaxe.com.ar) and enter the time printed on the back of Axe packs.The promotion was communicated through a TV commercial, radio, print, OOH and on site.

The success of the campaign can be easily realized by the 69,000 participants enrolled and the 95,000 packs entered online, being the best performing promotion for male consumers in Unilever Argentina's history to date. When the campaign was on air, the brand experienced a sales volume increase of 27%.