In Brazil , Axe teases boys' curiosity with a viral striptease.

CUBO.CC is Axe's new Brazilian digital agency, and they begain their work with a viral cross-platform strategy to debut the new Axe online positioning in Brazil.

Their main idea was to lead young men into sites like YouTube to watch a video where a hot blond model stripteases in front of a web cam. As soon as the video begins, she tells her telephone number. If the person calls the number, in a simulated conversation (it's an answering machine faking a conversation) she tells the user that sexy pictures of her are available at

To help build the buzz, CUBO.CC created a fake model management agency site, called 293 models (293: Axe in alphanumeric).

The video: Watch the video on youtube.
Girl's phone number/Answering machine: +55 11 30132935
Site: Axe website
Site: 293Models: - fake modeling agency.

CUBO.CC also sent us this possibly NSFW link to video of how they announced their win of the Axe account to their co-workers.

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.