There was a faint scent of protest when we aired a radio spot for AXE that was a little ambiguous -- was it a women playing tennis energetically (a la Maria Sharapova), or was it a woman doing something else? So we decided to create our own protest (against our own product!). We sent a group of attractive women protesters onto the city streets proclaiming "Protect Us From The AXE Effect". Of course a group of attractive women waving banners and signs on the streets of downtown Nairobi was bound to attract attention. And so it did -- from the public, TV news teams, radio stations, magazines and bloggers. The net result was that we gained a lot of mass media exposure explaining the AXE effect, at minimal cost to the client. Mission accomplished!
Media: Ambient
Category: Health & Beauty
Advertised brand: AXE
Advert Title: AXE Protest
Advertising Agency: TBWA East Africa, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Art Director: Yash Deb
Copy Writer: Mark Kovalevsky
Additional Credits: Chris Madison, Kenneth Njihia, Stephen Baya, Elijah Masua, Mary Anne Mumbi and Visual Presence team
Published: May, 2013