The Gamekillers Campaign
Award: Graphite Pencil
Graphite Pencil / Integrated / Integrated / 2007
In the mating game, there are forces working against young guys; people whose mission in life is to cause guys to lose their cool and the girl. They are the Gamekillers. We created a dozen of these cock-blockers and taught guys how to beat them: keep your cool with Axe Dry. Then we launched these characters, and Axe Dry, onto the world in the form of a one-hour TV show that aired on MTV. Following the show, we launched an integrated, multi-media campaign that took the Gamekillers idea into popular culture.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.