concept
The new Axe Rise Up shower gel gives you the kick you need to be on your best game, from dusk to dawn.
We triggered our audience curiosity with a video challenging their attention to detail. We then engaged them to “rise up” every morning and connect to the campaign website, which was only opened from 7 to 9 am.


Sexy Axe Girls would put them through a series of tests to measure their awareness. The lucky winner would then have the Axe Girls come to his place for a very entertaining breakfast.