Highly Commended

Media

Mindshare EMEA

Unilever, Axe

Dark Temptation

Inspired by the aphrodisiac powers of chocolate, Axe's new fragrance was dubbed 'Dark Temptation'. The resulting 'Chocolate Effect' was spread across Europe, as each market shared, borrowed and adopted ideas. There were chocolate nibbles on social sites, viral ads about chocolate pulling power, and a host of other cool, fun, and utterly-aligned communications. Sales targets were more than met.