Integrated campaign for Axe shower gel. "To launch new Axe shower gel, we created 'The Order of The Serpentine,' a sacred brotherhood helping young men shed the shame of a questionable hook-up," said writer Adam Reeves. "This Order has existed in the shadows for centuries, and is composed of men who use an orange scrub made from desert minerals and cactus oil to cleanse the body, and the conscience. Today that scrub is Axe Snake Peel. The Order of The Serpentine was introduced in two phases. First, we created a 30-minute mock news program that appeared on the Spike TV network, exposing their existence. This was followed by a multimedia recruitment campaign seemingly created by the Order itself, urging young men to join the organization and scrub away their shame!"