As part of the AXE Hair Crisis Relief effort, 100 beautiful girls gathered to give their approval of guys’ hair and hopefully help a few guys out along the way. On the site, you can upload your photo and get a personalized live recommendation for improving your hairstyle.

AXE was launching hair products for men, and BBH had developed the idea of a "Hair Crisis Relief Center" where young men in desperate need of improving their hair could get the help they so desperately need.

This shoot was very technical. We've set up a warehouse with 4 cameras to film the girls and split the warehouse into two areas marked "Approved" and "Not Approved" respectively. For each photo, the girls would choose sides, and thus generate an approval percentage. A host appeared picture-in-picture and delivered comments on the result.

We created a director's tool, a flash application, that was projected onto big screens in the warehouse (screens were later replaced with the submitted photos). Each girl was assigned a number. Through the projections we could control the girls; letting them know which side they should move to.

Flash Development for the application that assisted the director and controlled it during the shoot.
B-Reel Stockholm.
BBH New York, Unilever.

FWA — Site of the day, Cannes Cyber Lions — Gold, One Show Interactive — Gold pencil, Webby Award

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