We partnered with Unlever and BBH to launch a new scent of Axe – AXE VICE – in countries around the world. There were several challenges with this. Fist, there were the usual challenges of languages and translations – making sure that all copy was easily changeable and translatable and not embedded in the Flash movies by using imported text files. Next, the project was especially video intensive, so that all the video needed to have dynamically-generated subtitles and translations, allowing for reduced film production costs. Thirdly, the whole concept of the site was a bit of a “mystery on the web” affair – having to find fake sites and clues around the internet. These, of course, then needed to be accounted for both in the translations and as well as the timed rollout for the site. This presented our next challenge – that the agency CDs wanted to take an online mystery approach, but of course these know no international boundaries, so it was liable that the site became a viral hit in a country where the product had not yet launched (the worldwide rollout was staggered, with america coming toward the end). Oh and another thing. Axe is known as Lynx in several markets, so that was another globalization challenge. Finally, we needed to make sure that all the local marketing teams had a method to customize, expand, extend or adapt the site and the content to their local marketing needs. This was done by one of the story panel panes being a documented, extensible content area, allowing for local customization. The rollout took place over six months.