| Title | Girl |
| Agency | MullenLowe SSP3 Colombia |
| Campaign | Girl |
| Advertiser | Unilever |
| Brand | Axe Unlimited |
| Posted | June 2005 |
| Product | Deodorant |
| Business Sector | Deodorants |
| Philosophy | Every man dreams of being able to take off the clothes of a "Top Model" and AXE allowed it. In the magazine cover, there's a small edge at the end of the dress that says: "Lift Here". When you lift the dress, you'll discove a naked woman. Behind her dress it says: "Taking off her dress without her getting mad at you. Thats the AXE Effect" |
| Problem | To get a "Playful Public Fantasy" in a magazine showing the AXE Effect. |
| Result | Subject of the day in several radio programs. The most recalled cover in the history of the SoHo Magazine. Millions of Colombia Pesos in "free publicity". |
| Media Type | Media Buying & Planning |
| Market | Colombia |
| Copywriter | Juan Carlos González |
| Art Director | Margarita Olivar |
| Account Executive | Ana Maria Arciniegas |
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