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Mindshare has scooped the ‘Best Localisation' gong at the inaugural Valencia Festival of Media Awards.

In a category where Mindshare dominated with three of the five shortlisted entries, the final winning campaign was for Unilever's Axe Dark Temptation, which beat further shortlisted entries from McCann Erickson and Lunch Communications to take the top prize.

The award was announced last night (October 19) during a festival welcome reception at the Palacio de Congresos in Valencia and was based around a brief that men should be as "Irresistible as Chocolate" to women.

In France 200,000 guys received "chocolate nibbles & licks" from girls on social networking site Skyrock, while real life ‘Chocolate Guys' caused a stir in youth energy centres.

Wrapping huge Axe posters in foil and gradually peeled back daily to reveal Dark Temptation reflecting in-store work, was how the target audience was reached in Romania.

Belgium added to a national obsession, creating a luxury chocolate love tokens to pass on.

Online virals in the UK included "pulling professionals" that challenged UK guys to test their pick-up power with women armed only with a bar of chocolate.

Portugal tempted guys in confectionary aisles to seize the moment, buy chocolate, seduce girls, and win a visit to the Chocolate Pleasure Mansion.

Nick Waters, Leader, Mindshare EMEA, said: "This is a wonderful example of taking a strong central idea and adapting it to resonate locally across the region.

"Unilever is doing a great job building clear communication platforms for its brands which have the flexibility to connect with people in many different countries.  We feel this is a strength Mindshare can bring to all our international clients, and are pleased to have been shortlisted three times in this category. "

Adam Gerhart, Global Account Director on Team Unilever at Mindshare, said: "This award is a testament to the collective strength of market and agency collaboration. Unilever's work is all about central teams developing big ideas and local teams acting on those ideas to make them bigger. We're thrilled Mindshare played such an integral role in amplifying the campaign."