Brief: to create a press campaign about the "Axe Effect" that would work everywhere;
Insight: we came up with "Axe Battles", where the most common attraction effects in a guy may compete with "The Axe Effect";
Result: 3 outdoors, where The Axe effect is facing "The Baby Effect"; "The Puppy Effect" and "The Wedding Ring Effect".
Won: Cannes 2009 Outdoor Shortlist.
