In the mating game, there are forces working against young guys. People whose sole mission is to cause them to lose their cool and the girl. They are called The Gamekillers.

We created over a dozen of these cock blocking characters and taught guys the way to beat them: Keep your cool with Axe Dry.

Rather than launch the campaign traditionally, we pitched an idea of a one-hour show to MTV. They greenlit it and the show premiered as the launch pad of the campaign.

In it, we followed the story of one guy who went on a series of dates in order to win over a girl. But unbeknownst to him, on each date, Gamekillers would be unleashed to wreak havoc on his game. Immediately following the show, we used these same Gamekillers to launch a 360-degree advertising campaign that included TVCs, print, OOH, viral, newspaper, radio, a college comedy tour and ambient media.