The Brief

On Valentine's Day 2012, Axe wants to prove to young men that the Axe Effect can get you all the kisses you desire… even in countries as conservative as Thailand and India.

Describe how the promotion developed from concept to implementation

Idea: A kiss-powered Art. On Valentines Day in India and Thailand, an Axe guy must gather real kisses to complete one giant kiss art within ONE DAY, armed only with an iPad… and Axe body spray. When a babe kisses the iPad, her kiss appears on the same spot on the giant Kiss Art LED Screen. To form the portrait, our Axe guy must be literally smothered with kisses by babes and strangers.

Describe the success of the promotion with both client and consumer including some quantifiable results

The most-kissed man got celebrated on outdoor spaces, on TV and on the digital space, proving that the Axe Effect works for real. -Over 5.2 Million online impressions in Thailand and India. -47,000 increase in Axe Facebook fans. -Over 600,000 views of Kiss Art content. -10 minutes free airtime on TV reacing half a million people in India.

Explain why the method of promotion was most relevant to the product or service

This real stunt of Valentines Day proved that the Axe Effect works for real. Babes and strangers. Axe also used an ipad in an innovative way, as a tool to 'paint' kisses and measure results.