Highly Commended

Advertising | Outdoor

Uncle Grey Arhus

Unilever, Axe



Every year Europe's largest women's running event takes place in Denmark. On June 3rd, 2008, more than 6,000 women participated in the race and an enormous crowd lined the roads to follow the event. Just after the race began, a man in an AXE T-shirt jumped over the crowd barrier, approximately 100 meters after the starting line. He then began to spray himself with AXE deodorant and run along the route, as the 6,000 women followed

From the point of view of the spectators along the road, they saw a man - wearing an AXE T-shirt - being hunted by over 6,000 women.