AXE has kicked off a massive campaign revolving around the “Less female friends, More women” tagline for the new product, AXE Ex-Friend, launched on the South America market. This time, one of the most sexism-driven brands in the world is employing the theme of male and female friendship and is highlighting the highly debatable notion that girls are not for being friends with, but to sleep with.

Procter & Gamble’s Future Friendly has partnered with RecycleBank in rewarding residents of Cincinnati, P&G’s hometown, for their green actions. The initiative comes as part of the city’s enhanced recycling program launched this week with a view to engage about 25% of local people in recycling movement. The four-phase rollout of new recycling carts began in September—the citywide implementation will continue through February 2011 and include participation with a range of companies and eco-organizations.

The Solomon R. Guggenheim Foundation and Museum and BMW AG announced a six-year collaboration that will engage people in major cities around the globe, and inspire the creation of forward-looking concepts and designs for urban life. The initiative will feature a new generation of leaders in architecture, art, science, design, technology, and education, who will address the challenges of the cities of tomorrow by examining the realities of the cities of today.

For the second consecutive year, Badoit, the Danone France carbonated water brand, has collaborated with students of École nationale supérieure des Arts Décoratifs to develop a new limited edition line of the festive Christmas bottle. Following the «Avec Badoit, l’Art s’invite à table!» (With Badit, Art Invites Itself to the Table») slogan, this fall 40 participants came up with their concepts of the Badoit Green (Vert) and Badoit Red (Rouge) bottles to be on sale during the upcoming Noël season.