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Susan Glenn

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2013

Axe has always told memorable stories about guys getting girls. Lots of girls. But what about THE girl? We gave THE girl a name: Susan Glenn. With an ambitious seeding programme, we secretly embedded the name in pop- culture. Then with a single film Axe took credit for this phenomenon. This led to a digital/mobile experience allowing guys to declare their own Susan Glenns. Not only did the campaign turn around the at-times perceived chauvinism of Axe, it turned around the brand’s sales numbers, beating its goals for the year. Proving anything is possible when you Fear No Susan Glenn.

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