So, AXE is holding a contest to send people into space. Actually. You sign up, your friends vote for you, you move on to the global competition, and then BAM you are ON A SPACESHIP.

The company had just assumed that dudes and dudes only would flock to the opportunity: the website calls for a “few brave men.” But Malaysia’s presumptive winner is Roshini “Rose” Muniam, whose #Rose4Space campaign, coordinated by Jaymee Goh, has galvanized international support. The picture above shows just how unprepared AXE was for a lady winner, and feels like a big, awesome middle finger to the company’s gendered expectations. At the same time, the image highlights the absurdity of our objectifying, heteronormative methods for celebrating male achievement: the fact that we would easily accept a picture like this with a man in the middle forces us to confront our dedication to masculine heroes and feminine prizes.

Check out Muniam’s video pitch after the jump.