Axe: Running

Every year Europe’s largest women running event takes place in Denmark. On June 3, 2008, more than 6.000 women participated in the race and an enourmous crowd along the roads was following the event. Immediately after the race begins, a man in an AXE T-shirt jumps over the fence approximately 100 meters after the Starting Line. He begins to spray himself with AXE deodorant and starts to run along the route, when the 6.000 women gets near him. From the point of view of the spectators along the road, they saw a man – wearing an AXE T-shirt – that was being hunted by over 6.000 women.

Advertising Agency: UNCLE GREY Århus, Denmark
Creative Director: Per Pedersen
Copywriter: Michael Paterson
Art Directors: Jesper Hansen, Rasmus Gottliebsen
Other Credits: M2 Film