Axe: Young/Mature

What kind of woman are you into?

Published on Dec 07, 2012

Editor's Pick

3D is used for some interesting marketing, via this clever film by Unilever's Axe and Ponce Bueunos Aires. Using stereoscopic 3D technology, the film above was shown, promoting a new product concept, Axe's "Young/Mature," working from the insight that men often, apparently, debate over what's better: young women, or mature women. If you can forgive how annoying that actual question is to the women themselves, the film is actually quite creative, creating two simultaneous stories, with audiences picking which one they wanted to watch (and which women they wanted) by closing an eye. We'd like to see the reactions of the girlfriends in the audience.

Creativity featured something similar earlier with Colenso BBDO's "Pedigree Adoption Drive," where cinemagoers picked one of two types of glasses, and depending on their choice, were shown a different film. If you picked the yellow glasses, you chose to donate to the cause of rescuing abandoned dogs, and were shown a film featuring a lucky pooch. If you picked red, another film showed the same dog, who ended up in much more unfortunate circumstances.

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Dec 07, 2012
Ponce Buenos Aires
Executive Creative Director:
Ricardo Armentano
Executive Creative Director:
Luigi Ghidotti
Creative Director:
Mario Crudele
Creative Director:
Lucas Cambiano
Art Director:
Pedro Losada
Nicolas Zarlenga
Planning Director:
Marina Pen
Brand Planner:
Matias Asencio
Integrated Communications Director:
Hernan Zamora
Project Leader:
Natalia Benincasa
Integrated Communications Assistant:
Maria Florencia Gioia
Jorge Restifo
Head of TV Department:
Robert Carsillo
Agency Producer:
Brenda Morrison Fell
Production Company:
Maxi Blanco
Executive Producer:
Claudio Amoedo
Production Director:
Diego Dutil
Photography Director:
Marcelo Lavitman
Pablo Colella
Post Production:
Che Revolution Post
George Barnett
Sound Director:
Elefante Resonante

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