Tuesday, January 29, 2008

AXE "The skunk direct mail"

To communicate the irresistible fragrance of Axe in a relevant manner to the young hip trendsetters. In order to communicate the full extent of "The Axe Effect", and create word of mouth, a DM tool was sent out along with an outdoor party invitations to trendsetters. Those who received the DM material shared it with friends, and as a result, word of mouth created even more hype around the idea.

Agency: JWT Cairo, Egypt.