AXE: Protest

May 14, 2013Filed under Media and Health, Beauty, Pharmaceutical

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!


Advertising Agency:TBWA East Africa, Nairobi, Kenya
Executive Creative Director:Jimmy Geeraerts
Art Director:Yash Deb
Copywriter:Mark Kovalevsky
Additional Credits:Chris Madison, Kenneth Njihia, Stephen Baya, Elijah Masua, Mary Anne Mumbi
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