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
Comments
just amazing. i love love love love love this...............wonderful idea........very gooood.
just amazing. i love love love love love this...............wonderful idea........very gooood.
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Nice, but done:
http://adsoftheworld.com/media/ambient/nivea_detour?size=_original
Yeah, they both use a running event but that's not a direct copy and it's pretty suitable for Axe so I am okay with it.
wonderful just doesn't go on to explain the uniqueness and the way the brand connect happens with the idea. Salaam Uncle Grey!
Very interesting stuff.
coooooool! wish i saw that in real!
great idea!
Great!
lovely idea...just go on its original brand concept, to attract woman...i still remember the shockable occasion of millions of women aftering an axe man in a former tvc....
This is super!
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