A group of advertising and design students in South Korea came up with the idea of transforming a female students’ dormitory into an advertisement for AXE with a calendar for the month of March 2009, suggesting that using the anti-perspirant might be associated with meeting a new girl every day of the month. The idea is consistent with the sexism used in most AXE advertising campaigns, and of course would be unlikely to be allowed by any student dormitory management in Korea.
Credits
The Schedule campaign was developed by creative director Tai-il, Lee, art director Jeong -gon, Kang, designer Mi-sun, Kim, copywriter Jong-hwan, Choi, and production manager Seong-kuk, Jeon.
