Axe Film YOUNG AND MATURE by Ponce Buenos Aires

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YOUNG AND MATURE

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Industry Hygiene & Personal Care Products
Media Film
Market Argentina
Agency Ponce Buenos Aires
Director Maxi Blanco
Executive Creative Director Luigi Ghidotti, Ricardo Armentano-Analia Rios
Creative Director Mario Crudele, Lucas Cambiano
Art Director Pedro Losada
Copywriter Nicolas Zarlenga
Producer Claudio Amoedo
Account Supervisor Luciano Landajo
Production Che Revolution Post
Released June 2013

Awards

Cannes Lions 2013
Film Lions Product & Service; Cosmetics & Beauty Silver

Credits & Description

Type of entry: Product & Service
Category: Cosmetics & Beauty
Advertiser: UNILEVER
Product/Service: AXE YOUNG AND AXE MATURE
Agency: ponce buenos aires, ARGENTINA
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Ricardo Armentano/Luigi Ghidotti
Creative Director: Mario Crudele/Lucas Cambiano
Copywriter: Nicolas Zarlenga
Art Director: Pedro Losada
Agency Producer: Roberto Carsillo/Brenda Morrison Fell
Account Supervisor: Luciano Landajo
Advertiser's Supervisor: Alejandro Helou/Dario Rubaja/Maria Micaela Garcia/Nicolas Levin
Producer: Claudio Amoedo
Director: Maxi Blanco
Sound Design/Arrangement: Elefante Resonante
Post Production: Che Revolution Post
Music: George Barnett/Light A Fire
Account Manager: Francisco Odriozola
Planner: Marina Pen
Other Credits: Client Services Director: Vanina Rudaeff
Brief Explanation
PLEASE USE 3D GLASSES TO VIEW THIS ENTRY.
We created two fragances: Axe Young to seduce young women and Axe Mature to seduce mature women.
Guys can go through the experience of going out either with a young or a mature woman.
We created a campaign that makes use out of the principals of 3D cinema in a revolutionary way.
Using the well-known anaglyph eyeglasses (in red and blue), users will be able to enjoy using them in a new way: if you opened one eye you could see the story of a young guy with a young girl and if you change eye you could see the same story played out with a mature woman.