How can we draw young men's attention to the lack of safe water if they believe
that life is all about fun?
that life is all about fun?
How can we bring closer the everyday bottle of people fighting for their lives?
Axe is for men who are always willing to go out on the pull.
So we picked the 2014 way of dating, where men's biggest first world problem is if they find
a match or not.
Axe launches a limited edition shower gel which makes you really TINDER!
AXE MATCHFINDER
As part of a promotion under the label of the product men find a QR code through which they
reach exclusive content on Tinder. Only with the very best matches!
reach exclusive content on Tinder. Only with the very best matches!
They find pictures of beautiful exotic woman. As they find one who’s into them too, it is a match.
Well… in our case it is a mismatch and it comes out that the liked Allison is actually not a nice girl
nearby but she is a woman from a slum with no access of clear water.
As the campaign will be released Axe shares all the background information of the girls
photographed and the making of pictures from the shooting.
It comes out that all those genuine beauties are from an uncommon location.
They are from a developing country slum with no access of an improved water source.
Photos are made by a professional photographer with beautiful make up, hair and styling, but on
their profile picture the background and their origin is hidden.
They were captured with the only purpose to make young man save water and make them experience the water issue.
