Unilever asks consumers to monitor their own emotions when they see wet people — guys and girls. The integral campaign launched by the consumer goods producer for its Lynx Dry antiperspirant includes television ads and an interactive site featuring “wet” representatives of both sexes.

The project was developed by the Soap Creative agency and is build on sexual emotions again (which is a long-standing rule for the Lynx-AXE line). The provocative website is revolving around the message that “Girls Look Hot Wet. Guys Don’t”, and offers guys a chance to see a girl, who is being poured water on in slow motion, and compare this to a men in a tee with sweaty armpits. The visitors can help the poor guy stay dry by using a virtual Lynx Effect spray can.