| Title | Axe 2 Grind |
| Agency | BBH New York |
| Campaign | Axe 2 Grind |
| Advertiser | Unilever |
| Brand | Axe |
| Posted | June 2005 |
| Business Sector | Deodorants |
| Story | To introduce Axes longer-lasting bodyspray to jaded 15-24 year-old men, we created axe2grind.net. This tongue-in-cheek, grassroots website documented a rash of reports of young males who've been attacked by over-sexed women. To warn other men to watch their backs, axe2grind.net an amateurish/grassroots website - documented many photos, videos and audio files of these realistic, yet highly bizarre, incidents. One film included surveillance footage of a dry cleaning clerk smelling a male customer's underwear. In another, a spooked guy, hiding in an abandoned cabin, is terrified to see a pink, knee-high stiletto boot kick down his door. |
| Media Type | Digital |
| Market | United States |
| More Information | www.axe2grind.net/axe2grind.html |
| Creative Director | William Gelner |
| Art Director | Nick Klinkert |
| Copywriter | Tom Kraemer |
| Producer | Jill Andresevic |
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