This AXE for Women Campaign Gives Girls a Fighting Shot at Love

By: Laura McQuarrie - Nov 10, 2014
References: axeivanovo.ru & vimeo
In order to promote a new AXE for women product, the Hungry Boys creative agency set up a campaign that had the potential to revolutionize the lives of hundreds of Russian women.

It can be difficult to stand out in a sea of women, but this is especially true if you're a woman living in Ivanovo, nicknamed Russia's "city of brides" because of the extremely high ratio of women to men. When women in Ivanovo picked up a can of AXE Anarchy in-store, they were given the chance to win a ticket out of the city and straight to Moscow, where there's a far better chance of finding chemistry with a guy. As well as there being less competition, being armed with the alluring scents of amber, sandalwood and vanilla is bound to make some guys weak in the knees.