All the creative executions were made to look as real as possible, as if we had just found jpegs or mpegs on the internet and we placed our Axe “Get a Girlfriend” stamp on them. There is an honesty about these creative executions that any guy who has had too much time on his hands can relate to.

This campaign was incredibly well received by the target audience and became part of popular culture with many guys adopting the phrase “Get a Girlfriend”. Whilst there was initially a large media budget invested, it’s the viral nature of the work that gave our client the most value for money.