AXE launched its most ambitious campaign yet — the AXE Apollo Space Academy, a global competition to send normal guys into space.

The campaign idea 'leave a man, come back a hero' promised that when it comes to attracting girls, nothing beats an astronaut. To win a ticket, guys had to sign up online and canvass their friends for votes.

Guys that got to the competition late were put off by how far ahead those in the lead were and entries were declining. The brief — Create an idea that gave everyone a chance to top the leaderboard.