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AXE
A Novel Approach: Reinventing A Genre

RAN IN: United States

CLIENT
Unilever

Santiago Hunt - Sr. Brand Manager
Matthew McCarthy - Sr. Director, Brand Development
Rachel Mattey - Brand Manager

AGENCY
Razorfish *Lead Agency

Frederic Bonn - Executive Creative Director
Alex Bodman - Creative Director
Lian Chang - Creative Director
Nolan Constantino - Designer
Arminda Klier - Acct. Supervisor
Kyle Outlaw - Experience Director
Michael Prieto - Sr. Producer


Mindshare *Lead Agency


SUMMARY

AXE created the U.S. body spray category in 2002. Ten years later, it must fight to stand out and protect its market share. Enter Anarchy, the brands first male/female paired fragrance. To support the launch in digital and social channels, we embraced a genre that has fueled fantasies for decades, and then reinvented it for a generation raised on the real-time web. Anarchy: The Graphic Novel was the first comic book written by and starring its readers.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications

Audience: Men, Women, Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English