Work for Unilever’s Axe brand created by Toronto-based Dashboard is Canada’s sole representative in the Cream of Venice Selection. But the campaign is one of only 34 selected from a total of 19 countries to screen at the inaugural Venice Festival of Media, April 15-18. The Axe initiative is also in contention for the ‘Idea of the Festival’ Award. The campaign brought Axe to life on the computer desktops of young men by creating MINDI – a video avatar who interacts with users. It was chosen for its touchpoint innovative and its long-term potential.

The Cream of Venice Selection case studies are available to view on CMDglobal.com – a searchable archive of innovative media. C Squared is organizing the Venice Festival; for further information visit www.venice-festival-of-media.com.