100 Girls

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.