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Axe/Unilever’s “Where Fallen Angels Appear”
In early March 2011, the Unilever-owned brand Lynx (known as Axe in the U.S.) put signs in a London railway station telling users to look up at a giant screen. On it, they saw images of themselves along with the angels featured in all brand ads. As this video dictates, reactions were very mixed but the wow factor is not debatable.