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100 Girls

Award: Graphite Pencil

Graphite Pencil / Websites / Microsites / 2009

To launch AXE’s range of men’s hair products, we had to let guys know how much bad hair hurts their game. So we put 100 girls in a room to judge guys’ hair. And waited. When guys uploaded a photo to our site, it was immediately sent live to moderators working in 24/7 shifts, who responded not only to the guy’s hair, but to other characteristics like his expression, facial hair and accessories. The guy's photo was then sent back in a personalised, online evaluation from the 100 girls, with a product recommendation to help them get girl approved hair.

  • 100 Girls
  • 100 Girls
  • 100 Girls
  • 100 Girls

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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.

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