Axe – ‘Unleash the Chaos’
30 March 2012
Date: January 2012-ongoing
Agency: BBH Global and Razorfish
Media channels: Cinema; digital; outdoor; print; social media; TV
Unilever’s global campaign marks the arrival of its Axe Anarchy fragrance, the Axe brand’s first fragrance available in versions for men and women.
‘Unleash the Chaos’, created by Bartle Bogle Hegarty, London, dramatises the attractions unleashed when both sexes are wearing Axe. The TV spot, ‘The Chain’, sees chaos occurring in a series of situations where there is intense mutual attraction.
The TV ad runs alongside digital, social and out-of-home activity that captures situations where chaos is about to break out. Two Facebook apps, ‘Anarchy Matchmaker’ and ‘Kissing Chaos’, aim to engage consumers through matchmaking, ‘kissing poses’ and music videos. A YouTube-based graphic novel, devised by Razorfish, invites fans to help write content and choose characters.