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G-3-16. No sweat – no subtext
| Agency | Peppermint interactive |
| Creative head | creative directors Denys Keleberdenko, Dmitry Fedorenko |
| Author of idea | Denys Keleberdenko |
| Product | Antiperspirant AXE DRY |
| Description | Boys love to hear pleasant words from girls as well as unambiguous offers. But what if at the same moment girls see the sweat and just flatter them not to hurt their feelings – maybe these offers can have the opposite meaning? Here we show that AXE DRY not only protects clothes from the wet stains but also prevents subtext in those flattering words. We developed a series of posters that clearly show what can be hidden behind the harmless and flattering words of the girls. We published an article with “a secret” concerning peculiarities of public transport during summer time. The secret was that while reading the article a subtext was gradually revealing itself between the lines twisting the meaning of the text. Scrolling down made the AXE DRY deodorant from a banner spray on the content of the page clearing the awkward subtext. |
| Team members | Sashko Ushkalov, copywriter Yury Nagorny, Art-director Pavel Blazhievsky, flash-animator Alexandr Sevostiyanov, programmer |
