Larissa Riquelme

Agency Network: 
June 2010


The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. Our strategy was to fuse both things men love the most: Soccer and Women. So we created the “sexiest billboard” to appeal to men. We got amazing results, as we were able to get everybody's attention on our brand, generating millions and millions of dollars in free press.

Ambient advertisement created by McCann, Paraguay for Axe, within the category: Health.

Advertising Agency: Biedermann McCann, Asunción, Paraguay
Executive Creative Director: Federico Perie
Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull
Art Director: Ale Rebull
Copywriter: Oscar Vera
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Highest Rated

murugesh's picture

Unfortunately I am second…

Activity Score 75
creative director
tamer samy's picture

wow, i am going to buy Axe now !! again and again, SEX don't sell !

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |


rauliten's picture

I believe this campaign did sell but it's not creative at all.

Activity Score 393
Creative Director
Guidos's picture

Brilliant idea, if you don't mind people turning into walking ads..

Activity Score 163
osakan's picture

sex does sell lol

Activity Score 42
AdBuzzer's picture

For sure it generated some visibility for Axe brand, but did it have any impact on sales?

Activity Score 1172
Marketing Manager |

kleenex's picture

I say it had some impact.

Activity Score 58777
Web Designer/Developer
atb2005's picture

Brilliant, my ass. Cheap, trashy, and exploitative. Where is the creativity? There is nothing creative about turning people into "walking ads". That's one of the laziest ideas in advertising. Another stupid sexist campaign that ended up on aotw's front page.

By the way, if you are curious to see Larissa's (bare) ass, please visit

Activity Score 13547
Boxey's picture


Activity Score 8875
Melaleuca In-House
miko1aj's picture

I'm anngry as well.
When I see and hear all those stupid, proud, self awared trashy voiceovers boasting of being so fantasticly efficient in bringing outstanding amount of money to the company thanks to the so excellent idea, and when You see that idea was to stamp a brand name on someone's breast it makes me think of what kind of civilization i live, and what is the "spiritus movens" of modern man.
In this "film" the world is simple - men love sooooooccer and boooooooobs. Tehy are primitive and we use primitive means and TADAM! voila! - money, money, money - huge stream of money flows into account of our beloved corporational client.
And c'mon - don't be so serious - it's about fun, carpe diem... tralala.
it's literally - PA-THE-TIC

Activity Score 3082
murugesh's picture

Unfortunately I am second…

Activity Score 75
creative director
Marcupolo's picture

pathetic i agree

Activity Score 206
Creative Director
Rammelasen's picture

OMG! Sex sells...unfortunately the ad shouldn't sell anything - it's supposed to make people buy - right?

Activity Score 71
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