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Unilever uses 3D technology to tout Axe

By Published on .

[Buenos Aires, Argentina] Unilever is touting the seductive power of a new fragrance for Axe body spray in Argentina with a promotion teamed with technology that makes men feel seemingly irresistible. Men spray on Axe Unlimited and step in front of a huge screen. Immediately, six or seven virtual women-each about a foot tall-appear on the screen and jump at them. As the man moves within the projection area, the women give chase to try to grab his body. Axe is the first marketer in Argentina to use the three-dimensional, interactive projection system created by local design firm Brion Arte Industrial. Interpublic Group of Cos.'-backed VegaOlmosPonce helped create the initiative and media planning was coordinated by Interpublic's Initiative Media, Buenos Aires. The effort ran during the Argentine summer, ending at a beach-hut bar and a disco in coastal resort Mar del Plata, and may come to Buenos Aires' bustling night scene.
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