Agency Network: 
November 2012

Axe Footy Case Study


Sick of the usual ‘guess the score’ and ‘who’s going to win’ formulas, we created our own football tournament to coincide with the Euros. But instead of asking our fans to guess the score, we asked them to vote for which country had the hotter women. We also stumbled on another classic insight: women ask really silly questions during football matches. With that in mind we created several videos and encouraged our fans to reply to the videos to help the ladies understand.

Digital advertisment created by Digital Republic, Egypt for Axe, within the category: Health.

Advertising Agency: Digital Republic, Egypt
Creative Director: Karim A. Yusuf
Copywriters: Mohamed Ghazy, Ahmed El-Sadek
Art Director: Karim A. Yusuf
Head of Accounts: Ismail Ternawly
Senior Digital Media Consultant: Hassan Daoud
Social Media Specialist: Ahmed El-Sadek
After Effects Specialist: Heba Elkest
Videography: Fouad Hammoud, Heba Elkest
Director / Producer: Mostafa Al Faramawy
Camera: Perry Moataz

Comments (10)

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Highest Rated

tamer samy's picture
tamer samy
Activity Score 681

It doesn't match the Egyptian market by any means!

ivan's picture
kleenex's picture
Activity Score 51044

Idea is perfect for the company behind it.

DesignDine's picture
Activity Score 1313

Hmm... Not bad.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Really not feeling this campaign. And sorry for saying this but these women are not that good looking either.

emiliete's picture
Activity Score 646

NIce! Good job, the claim is great.

Klara K.'s picture
Klara K.
Activity Score 3343

It suits the brand essence but some might find it sexist.

tamer samy's picture
tamer samy
Activity Score 681

It doesn't match the Egyptian market by any means!

deep_tracy's picture
Activity Score 588

The political-incorrectness is refreshing.

Avinash kumar's picture
Avinash kumar
Activity Score 4

Axe: Footy .. is look gud.. not bad job .

Chinmoy's picture

Good job. But, I think its too slow.