Integrated campaign for Axe Dry deodorant. "In the mating game, there are forces working against young guys. People whose sole mission in life is to cause guys to lose their cool and the girl. They are called, The Gamekillers," said creative director William Gelner. "We created over a dozen of these cock-blocking characters and taught guys how to beat them: Keep your cool with Axe Dry. Then we launched these characters, and Axe Dry, onto the world in the form of a one-hour TV show that aired on MTV. Following the show we launched a highly integrated, multimedia campaign that took The Gamekillers idea into pop culture."?