Problem
Owned by Unilever, Axe is a brand of male grooming products, with one of the most famous claims in the world: The Axe Effect – the answer of how Axe gives men a clear advantage in the seduction game.
In 2008, Axe launched a new shower gel range, but, in a market segment dominated by soaps, it needed to find a way to stand out.

Solution
In order to prove how The Axe Effect can be experienced in the shower as well, we started from the global creative platform (How Dirty Boys Get Clean) and developed the summer’s hottest experience – The Men Wash House.
We used a tuned Mercedes-Benz Truck as our washing place. The truck had DJs and lights in order to create an original and sexy atmosphere. The hottest girls were in charge with washing the naughtiest men out there. All the 5 sortiments of Axe Shower Gel were used in the process.
The Men Wash House was present at almost all concerts, festivals and summer resorts in Romania.

Results
5 million people were reached through media due to our PR efforts. The mix between ATL, BTL and PR was a huge success: 200.000 press readers reached, almost 1.900.000 online visitors, thousands of views on YouTube and plenty of spontaneous media appearances.