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Media Print, Magazine & Newspaper
Market Canada
Agency Zig
Executive Creative Director Martin Beauvais
Designer Andrew Cloutier, Dyaln Royal
Producer Rmw - Ted Rosnick
Editor Kim Knight
Released April 2010

Credits & Description

Category: Community Applications
Advertiser: UNILEVER
Product/Service: AXE
Agency: zig
Date of First Appearance: Apr 16 2010 12:00AM
Entrant Company: zig, Toronto, CANADA
Entry URL:
Executive Creative Director: Martin Beauvais (Zig)
Associate Creative Director + Copywriter: Michael Murray (Zig)
Associate Creative Director + Art Director: Jason Hill (Zig)
Designer: Andrew Cloutier (Zig)
Designer: Dyaln Royal (Zig)
Planner: Rob Hayes (Zig)
Developer: Karl Pawlowicz (Zig)
Developer: Jason Sorrenti (Zig)
Developer: Joshua Ho (Zig)
Project Manager: Hayley Schipper (Zig)
Project Manager: Jennifer Costello (Zig)
Agency Producer: Karen Blazer (Zig)
Editor: Kim Knight (Posterboy)
Producer: Ted Rosnick (RMW Music)

English Synopsis
The tone of AXE brand doesn’t lend itself to an environmental message. And 19-year-old guys who use AXE think more about getting girls than about being environmentally friendly. So, on earth day, how could AXE Body wash deliver an environmental message that actually appeals to the guys who use it? Introducing Axe Showerpooling. A Facebook–based idea that asked guys to save water by inviting girls to share their shower with them. It was a green initiative that AXE guys would actually be interested in and one that didn’t seem such “hard work”. AXE Showerpooling. It wasn’t just environmentally friendly, it was all kinds of friendly.