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AXE 2 GRIND
BARTLE BOGLE HEGARTY, New York / AXE / 2005
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To introduce Axe’s longer-lasting bodyspray to jaded 15-24 year-old men, we created axe2grind.net. This tongue-in-cheek, grassroots website documented a rash of reports of young males who've been attacked by over-sexed women. To warn other men to watch their backs, axe2grind.net – an amateurish/grassroots website - documented many photos, videos and audio files of these realistic, yet highly bizarre, incidents. One film included surveillance footage of a dry cleaning clerk smelling a male customer's underwear. In another, a spooked guy, hiding in an abandoned cabin, is terrified to see a pink, knee-high stiletto boot kick down his door.
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