Anarchy, the latest and first ever fragrance from Axe to have separate variants for men and women, comes up with a campaign I never in this lifetime expected to happen: combine “sexy” and “for a cause” with a series of events called “Axe Anarchy Island: Sexy Saves Boracay.” Buckle up and drive to ASEANA City (see map here) near the SM Mall of Asia next Saturday, October 27, 2012 for a very exciting, cause-oriented, and first of its kind Bikini Car Wash with your the gorgeous Axe Girls.
Did I already mention Axe Girls and bikin… OK, moving on…
The premise is simple: car wash, Axe Girls, bikini, no product purchase necessary to participate, and open to the public for a P250 fee per car you wish to get washed. All the proceeds from the bikini car wash event will be matched by Axe Philippines, the sum of which will fund and support a Boracay clean-up mission happening by the first quarter of next year, just in time for summer.
During the press launch for “Sexy Saves Boracay” in September, we were told that the campaign is actually three-fold, spanning several months until the Summer of 2013. Axe is currently in talks with NGOs who have the data and knowledge on how to make best use of the funding (like how many and what quality man-power, what facilities are needed, what problem areas to target, how long the project will last, will the funds be enough, or if any help from LGUs are needed, etc). News about the tie up will be released soon.
That said, will the Axe Girls be able to clean our cars, wax, buff, and tire black up to an acceptable standard? Now, there’s the challenge, ladies. Raise the bar! Nevertheless, helping make the world’s best beach get even better is a good and fun way of spending P250 and your Saturday afternoon, IMO.