Text me...Text me now

So many ads want you to sms for something these days.

Problem is the reward for participating in sms promos is generally pretty crappy.

This poster for Axe (Lynx) knows its target market well and uses sms brilliantly.

It gives you the missing parts of the poster. Which are the most important parts for young males.

The campaign also only works after dark. Which is a nice touch.

Great work from Lowe in Uruguay of all places.