When AXE's marketing team needed new business cards, UNION Canada thought of loading these cards with more information than just their name and telephone number. Each card was infused with a highly concentrated drop of the individuals pheromones*, which can cause "the Axe effect" on the right recipient. BO-YAAH SCIENCE!

*Sex pheromones are pheromones released by an organism to attract an individual of the opposite sex, encourage them to mate with them, or perform some other function closely related with sexual reproduction, like dinner and a movie, so whatcha doing later handsome? Wait, what?

As a sidenote, do agencies actually do stuff like this or do they just make films saying they did this?

Agency Agency: UNION, Toronto, Canada Executive Creative Director: Lance Martin Associate Creative Director/Art Director: Glen D’Souza Associate Creative Director/Copywriter: Mike Takasaki Agency Producer: Julie Riley Account Director: Kimberlee McCormack Account Manager: Rhiannon Enss Science Advisor: Rudolf Furrer Video Credits Agency Producer: Grace Lee, Jennifer Dark Director: Joshua Chaiton, Touchpoint Films Editor: Aaron Dark, School Editing Audio: Brad Nelson, Cylinder Sound
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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