Every man that came to use the hand-dryer was directly exposed to the graphic piece and involved in a multisensorial experience. The feeling of staying dry became immediatly linked with the benefit/message of the new antiperspirant variant of Axe. The media vehicle became part of the advertising message.

Hand-dryers made part of a multimedia campaign that helped Axe to:> increase sales in 35%.> recover the Deo-category leadership in Colombia.> achieve 2% in market penetration.