Last but not least: Advertising that stays hidden
Normally, advertising is meant to stand out and, if possible, not blend into the background. Axe did the opposite: The ad is hidden, which makes it stand out all the more.
Axe is known as Lynx in Australia, New Zealand and Ireland. And the care product is now also available as Lynx. According to Ronorp.net, the windows in an abandoned building in Sydney have been replaced by large LED screens. But nothing is visible on them - for the normal passer-by. But as soon as you put on a pair of Lynx glasses, a lot becomes visible.
