The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Non-Broadcast / Online
Annual ID
13423T
About the Work
AXE has always told memorable stories about guys getting girls. Lots of girls. But what about THE girl? We gave THE girl a name: Susan Glenn.
With an ambitious seeding program we embedded the name in pop-culture. Then with a single film AXE took credit for this phenomenon. This led to a digital/mobile experience allowing guys to declare their own Susan Glenns. Not only did the campaign turn around the at times chauvinistic perception of AXE, it turned around the brands sales numbers beating their goals for the year. Proving anything is possible when you Fear No Susan Glenn.
With an ambitious seeding program we embedded the name in pop-culture. Then with a single film AXE took credit for this phenomenon. This led to a digital/mobile experience allowing guys to declare their own Susan Glenns. Not only did the campaign turn around the at times chauvinistic perception of AXE, it turned around the brands sales numbers beating their goals for the year. Proving anything is possible when you Fear No Susan Glenn.
2013 Awards
Total Points: 5
Merit
Credits
Art Director
Nate Able
Creative Director
Ari Weiss
John Patroulis
Director
Ringan Ledwidge
Editor
Rich Orrick
Producer
Jennifer Barrons
Sound Designer
Brian Emrich
Writer
Peter Rosch
Agency Producer
Lisa Setten
Calleen Colburn
Music / Sound
Phil Kay
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