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An online "global village" where you — and others in offices throughout TBWA\Worldwide — share the stories, smart ideas, and creative projects that make every TBWA office an exciting place to work. Stories — in pictures and words — have always been the currency of advertising. In the past, our business was the telling of stories. Now, it is the sharing of stories that will define our successes.
AXE deodorant advertising around the world is based on the bold (but tongue-in-cheek) proposition that use of AXE is irresistible to the opposite sex – “The AXE effect”. This activation offers help for the man who has been snubbed by his female friend – “break the glass in case she said no”. These units were placed in public toilets in popular nightspots where singles meet.