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?