CLEANS YOUR BALLS by BBH New York for Axe

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CLEANS YOUR BALLS

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Industry Hygiene & Personal Care Products
Media Print, Magazine & Newspaper
Market United States
Agency BBH New York
Director Harold Einstein
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Creative Director Jon Randazzo
Art Director Jason Bottenus
Copywriter Nick Kaplan
Producer Chad Utsch
Head of Broadcast Lisa Setten
Editor Mackenzie Cutler, Ian Mackenzie
Released January 2010

Credits & Description

Category: Viral Video
Advertiser: UNILEVER
Product/Service: AXE GEL
Agency: BBH
Date of First Appearance: Jan 8 2010 12:00AM
Entrant Company: BBH, New York, USA
Entry URL: http://bbhgraze.com/awards/cannes_10/axe/axe_detailer/
Chief Creative Officer: Kevin Roddy (BBH, NY)
Executive Creative Director: Pelle Sjoenell (BBH, NY)
Executive Creative Director: Calle Sjoenell (BBH, NY)
Creative Director: Jon Randazzo (BBH, NY)
Art Director: Jason Bottenus (BBH, NY)
Copywriter: Nick Kaplan (BBH, NY)
Head of Broadcast: Lisa Setten (BBH, NY)
Producer: Chad Utsch (BBH, NY)
Business Affairs: Julia Clark (BBH, NY)
Account Direcctor: Armando Turco (BBH, NY)
Account Manager: Shane Chastang (BBH, NY)
Director: Harold Einstein (Station Films)
Director of Photography: Mattias Montero (Station Films)
Executive Producer: Tom Rossano (Station Films)
Line Producer: Eric Liney (Station Films)
Managing Partner: Stephen Orent (Station Films)
Editor: Ian MacKenzie (MacKenzie Cutler)
Asst Editor: Mona Salma (MacKenzie Cutler)
Executive Producer: Melissa Miller (MacKenzie Cutler)
Smoke Artist / After Effects Artist: Jim Hayhow / Adrianna Merlucci (Schmigital)

English Synopsis
The Axe Detailer was created to convert 14-24 yo male bar soap users to shower gel. It had a successful launch in 2008, but some guys still hadn’t tried it. To create more awareness, we had to let guys know that Axe Shower Gel and the Axe Detailer will give them the ultimate clean. But in order to break through we needed to tell them in a way that was just as edgy and funny as the content they consume and pass along to their friends online. We needed to tell them that the Axe Detailer, “Cleans your balls.”