Campaign Digital Awards 2005: Best Health and Beauty Campaign

WINNER Title: Axe Feather Agency: Dare Creative partner: Flo Heiss Art director: Olivier Rabenschlag Writer: Mark Ratzinger Producer: Olivier Rabenschlag Client: Unilever (Axe - Lynx in the UK) Brand manager: Michael Sheldon Work: www.axefeather.com

The idea behind the Lynx brand is that it gives young men outrageous sexual prowess. Over the past two years, Unilever has built up a database of guys receptive to content that allows them to play "the mating game".

Dare was briefed to reward these lusty lads with an early Christmas present in the form of a sex-related game: tickle a gorgeous girl and see how she reacts. The top Slovakian model Silvia Valcikova was photographed from above performing various flirtatious moves. When the cursor moved over certain parts of Silvia's body, she would wriggle her body and giggle in an appropriately horny manner. More than nine million guys tickled Silvia in the seven months after the campaign launched.