Unilever

Phillip Harousseau - VP, Brand Development, Skin
Aaron Calloway - Brand Manager, Brand Building
Anne Jensen - Mktg. Director, Skin Cleansing
Gilberto Piris - Sr. Brand Manager, Brand Development
Nicholas Soukas - Director Axe PW, Brand Development

BBH New York *Lead Agency

Heidi Hackemer - Strategy Director
Pelle Sjonell - Executive Creative Director
John Randazzo - Creative Director
Armando Turco - Business Director
John Graham - Strategist

Mindshare

Edelman

This is the story of how AXE shower gel took the most obvious category benefit and the most clichd advertising construct and used them to create the most talked about commercial in social media of 2010. But its also about how we made shower gel believers out of bar soap lovers. How we used an accessory to sell the main product. How we adopted a listen then react approach to creative development. And, ultimately, how we regained category leadership over Old Spice. All by having some balls