To launch a campaign for the AXE Detailer, a men's shower tool that scrubs dirty boys clean, we created print concepts geared to build anticipation to encourage guys to make sure they're clean all over. Using the tagline "Prepare to Be Explored" and visceral scenes showing girls exploring macro shots of guys' skin, we visualized stories that played into guys fantasies. This idea sold through but then unfortunately became a recession victim.

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