THE GAMEKILLERS | axe deodorant
There are people out there who’s sole mission in life is to cause you to blow your cool and lose the girl.
They are “The Gamekillers”.
To launch Axe Dry Deodorant and make it relevant to 18-24 year old guys in North America, we introduced “The Gamekillers”, a fully integrated campaign centered around a one hour television special on MTV.
After attracting over 10 million viewers, the show was considered such a success that MTV ordered a full series.
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