To encourage water conservation – and raise awareness of AXE shower gel – we asked dirty young men to do their part. But how do you get frat bros to tap into their underused conscientious sides and conserve water? Showerpooling. It's simple: shower together, save water. I know, I know. Barely makes sense in theory. But we've got shower gel to sell, damn it! And based on Unilever results research, purchase intent was up among 18-to-24-year-olds.

Our integrated campaign featured three animated spots (:15, :30, :60) voiced by actress Nikki Reed that directed viewers to Facebook, where they could take the pledge. A 10-market college tour brought the idea to life and distributed 7,000 hi-tech, water-efficient showerheads to those aforementioned bros.

The campaign landed in USA Today and Adweek and propelled the term “showerpooling” into the Urban Dictionary 🤷‍♂️.

Oh, and it was 2013 Platinum PR Award honorable mention.

creative direction: Joseph Tropiano copy direction: Chris Newkirk design: Andrew Kassl