MEN WITH BRAIDS by Oslo for Axe

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Industry Deodorants
Media Film
Market Argentina
Agency Oslo
Production Caponeto
Director Diego Martinez Ulanosky
Executive Creative Director Facundo Romero
Art Director Alejandro Stea
Copywriter Javier De La Fuente
Account Supervisor Benjamin Reyes
Released June 2010

Credits & Description

Category: Interactive Film
Advertiser: UNILEVER
Agency: OSLO
Production Company: CAPONETO, Mexico City, MEXICO
Date of First Appearance: Jun 1 2010
Executive Creative Director: Facundo Romero
Copywriter: Javier De La Fuente
Art Director: Alejandro Stea
Account Supervisor: Benjamin Reyes
Advertiser's Supervisor: Jessica Del Piano
Director: Diego Martinez Ulanosky
Editing Company: Caponeto

English Description
Is there such a thing as friendship between a guy and a girl?

Sadly… yes.

This is why we created Axe Ex Friend fragrance, and this interactive film and game, so girls can see their male friends as men. Because they perceive their male friends as girlfriends, their male friends have braids: "Men with braids"
Our online/interactive game (film) is about the story of Esteban to raise men’s awareness about the fact that friendship is the worse way to get close to a woman. The consumers help Esteban to make the correct decisions to finally conquer Carla, with Rudo´s help and counceling thru the story and deciding different ways to live the same situations and their endings. Would Esteban finally loose his braids and conquer his girlfriend, acting like a man, not a friend?