This simple viral campaign was the Axe brands debut advertising effort in the US, and it’s phenomenal success set the pace for the ongoing brand launch campaign. Work like this and lots more like it was responsible for transforming Axe from an unknown Brand in a non-existant category (deodorant body spray) to the fastest product to reach 100 million units sold ever (globally). The work won a whole slew of creative awards and most importantly and Effie for the impressive sale results.