Visit our sister site:
Follow us on
Front Page, Industry News
THE BRIEF: For Valentine’s Day, Axe for Her – a man magnate
Wednesday February 15th 2012By TO411Daily Columnist
Linda Chandler
Unilever introduces the world to Axe Anarchy, the brand’s first fragrance marketed, in separate scents, for him and now her. Making the sexes equally irresistible to one other.
You have to see it before you read another word.
Axe Anarchy rolled out to North American audiences with this huge tongue-in-cheek, vastly expensive brand launch. Yet, while the campaign promises to assault the earth with an irresistible hotness, don’t shop for the ring yet. Axe Anarchy may smell good, but mostly it smells of clever customer immerse marketing. Sort of an eclipse of product to lifestyle. Axe Anarchy seems to know very well how its customers are getting together. And it’s not due to pheromones, but texting, and sexting. And The Brief believes Axe Anarchy will appeal to the tribe mentality more than the individual who’s interested in a living, breathing other.
Unless the other is an avatar. Axe Anarchy – Unleash the Chaos is an invitation to a spritz and a digital party.
An orgy of collaboration. Marketing Magazine reports that Axe has embraced Unilever’s global creative assets available from its worldwide agencies that steer the global brand.
Starting with the wonderful Bartle Bogle Hegarty-London, who is responsible for the spot above along with more TV commercials that appear on Axe’s Facebook, YouTube, and movie theatres. Axe Anarchy’s multi-media campaign also includes print and online plus some extra thrills, to engage the young and horny (not really) in 60 countries.
Here in Canada, Crispin Porter+Bogusky is responsible for the creation of television, cinema and digital media, including a gaming element. CP+B also oversee digital and consumer sampling for Axe, PR firm Harbinger and media agency Mindshare.
So much play is in store for the customer on Axe’s Facebook and YouTube, that he and she will have no time for sex. Talk about anarchy.
Razorfish-New York is Axe’s digital agency that commissioned Aspen comics and then Emerge Interactive as a technical development partner to create Anarchy: The Graphic Novel.
The project includes ”a custom interactive reader, social-media integration, Content Management System, and scalable cloud hosting solutions.”* Basically a group of star writers and artists like Scott Lobdell, who wrote X-Men stories in the ’90s and is now responsible for three major DC Comics will steer the story with the help of fans. Emerge writes, “We built the application using Ruby on Rails, and host it using both Heroku and Amazon EC2 servers with the ability to scale and handle millions of visitors a day.”
Axe Anarchy: Unleash the Chaos. What does ‘chaos’ mean in the Axe Anarchy universe? The Brief referred to the Merriam-Webster Dictionary.
Chaos is:
a. A state of things in which chance is supreme; especially: the confused unorganized state of primordial matter before the creation of distinct forms.
b. The inherent unpredictability in the behavior of a complex natural system (as the atmosphere, boiling water, or the beating heart.
c. Behavior so unpredictable as to appear random, owing to great sensitivity to small changes in conditions.
That pretty much sums it up? In Bartle Bogle Hegarty’s hyperbolic creation for Axe Anarchy, with its theme line, “Unleash the Chaos”, something akin to an apocalypse is necessary for Kismet. (Considering my friends’ quest for love, I believe there’s some real truth to this.)
But in truth, Axe Anarchy is to romance what KFC is to truffles. It’s not about chemistry so much as it is about how this generation is wired to sex.. Axe knows what its customer wants. And Axe Anarchy allows you to sniff your man/woman and be at one with your digital device, interacting with Axe Anarchy’s interactive graphic novel and so much more stimulation – simultaneously.
The Brief is so turned on.
David Kolbusz, a creative director at Bartle Bogle Hegarty in London says, “Before, an Axe commercial was always about a guy spraying himself and a girl being attracted, and Axe giving him an edge in the mating game, whereas now women also have something to spray on themselves…”*
Thank God.
SOURCES of INSPIRATION
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
Front Page, Industry News
THE BRIEF: For Valentine’s Day, Axe for Her – a man magnate
Wednesday February 15th 2012By TO411Daily Columnist
Linda Chandler
Unilever introduces the world to Axe Anarchy, the brand’s first fragrance marketed, in separate scents, for him and now her. Making the sexes equally irresistible to one other.
You have to see it before you read another word.
Axe Anarchy rolled out to North American audiences with this huge tongue-in-cheek, vastly expensive brand launch. Yet, while the campaign promises to assault the earth with an irresistible hotness, don’t shop for the ring yet. Axe Anarchy may smell good, but mostly it smells of clever customer immerse marketing. Sort of an eclipse of product to lifestyle. Axe Anarchy seems to know very well how its customers are getting together. And it’s not due to pheromones, but texting, and sexting. And The Brief believes Axe Anarchy will appeal to the tribe mentality more than the individual who’s interested in a living, breathing other.
Unless the other is an avatar. Axe Anarchy – Unleash the Chaos is an invitation to a spritz and a digital party.
An orgy of collaboration. Marketing Magazine reports that Axe has embraced Unilever’s global creative assets available from its worldwide agencies that steer the global brand.
Starting with the wonderful Bartle Bogle Hegarty-London, who is responsible for the spot above along with more TV commercials that appear on Axe’s Facebook, YouTube, and movie theatres. Axe Anarchy’s multi-media campaign also includes print and online plus some extra thrills, to engage the young and horny (not really) in 60 countries.
Here in Canada, Crispin Porter+Bogusky is responsible for the creation of television, cinema and digital media, including a gaming element. CP+B also oversee digital and consumer sampling for Axe, PR firm Harbinger and media agency Mindshare.
So much play is in store for the customer on Axe’s Facebook and YouTube, that he and she will have no time for sex. Talk about anarchy.
Razorfish-New York is Axe’s digital agency that commissioned Aspen comics and then Emerge Interactive as a technical development partner to create Anarchy: The Graphic Novel.
The project includes ”a custom interactive reader, social-media integration, Content Management System, and scalable cloud hosting solutions.”* Basically a group of star writers and artists like Scott Lobdell, who wrote X-Men stories in the ’90s and is now responsible for three major DC Comics will steer the story with the help of fans. Emerge writes, “We built the application using Ruby on Rails, and host it using both Heroku and Amazon EC2 servers with the ability to scale and handle millions of visitors a day.”
Axe Anarchy: Unleash the Chaos. What does ‘chaos’ mean in the Axe Anarchy universe? The Brief referred to the Merriam-Webster Dictionary.
Chaos is:
a. A state of things in which chance is supreme; especially: the confused unorganized state of primordial matter before the creation of distinct forms.
b. The inherent unpredictability in the behavior of a complex natural system (as the atmosphere, boiling water, or the beating heart.
c. Behavior so unpredictable as to appear random, owing to great sensitivity to small changes in conditions.
That pretty much sums it up? In Bartle Bogle Hegarty’s hyperbolic creation for Axe Anarchy, with its theme line, “Unleash the Chaos”, something akin to an apocalypse is necessary for Kismet. (Considering my friends’ quest for love, I believe there’s some real truth to this.)
But in truth, Axe Anarchy is to romance what KFC is to truffles. It’s not about chemistry so much as it is about how this generation is wired to sex.. Axe knows what its customer wants. And Axe Anarchy allows you to sniff your man/woman and be at one with your digital device, interacting with Axe Anarchy’s interactive graphic novel and so much more stimulation – simultaneously.
The Brief is so turned on.
David Kolbusz, a creative director at Bartle Bogle Hegarty in London says, “Before, an Axe commercial was always about a guy spraying himself and a girl being attracted, and Axe giving him an edge in the mating game, whereas now women also have something to spray on themselves…”*
Thank God.
SOURCES of INSPIRATION
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
Leave a Reply
Front Page, Industry News
THE BRIEF: For Valentine’s Day, Axe for Her – a man magnate
Wednesday February 15th 2012By TO411Daily Columnist
Linda Chandler
Unilever introduces the world to Axe Anarchy, the brand’s first fragrance marketed, in separate scents, for him and now her. Making the sexes equally irresistible to one other.
You have to see it before you read another word.
Axe Anarchy rolled out to North American audiences with this huge tongue-in-cheek, vastly expensive brand launch. Yet, while the campaign promises to assault the earth with an irresistible hotness, don’t shop for the ring yet. Axe Anarchy may smell good, but mostly it smells of clever customer immerse marketing. Sort of an eclipse of product to lifestyle. Axe Anarchy seems to know very well how its customers are getting together. And it’s not due to pheromones, but texting, and sexting. And The Brief believes Axe Anarchy will appeal to the tribe mentality more than the individual who’s interested in a living, breathing other.
Unless the other is an avatar. Axe Anarchy – Unleash the Chaos is an invitation to a spritz and a digital party.
An orgy of collaboration. Marketing Magazine reports that Axe has embraced Unilever’s global creative assets available from its worldwide agencies that steer the global brand.
Starting with the wonderful Bartle Bogle Hegarty-London, who is responsible for the spot above along with more TV commercials that appear on Axe’s Facebook, YouTube, and movie theatres. Axe Anarchy’s multi-media campaign also includes print and online plus some extra thrills, to engage the young and horny (not really) in 60 countries.
Here in Canada, Crispin Porter+Bogusky is responsible for the creation of television, cinema and digital media, including a gaming element. CP+B also oversee digital and consumer sampling for Axe, PR firm Harbinger and media agency Mindshare.
So much play is in store for the customer on Axe’s Facebook and YouTube, that he and she will have no time for sex. Talk about anarchy.
Razorfish-New York is Axe’s digital agency that commissioned Aspen comics and then Emerge Interactive as a technical development partner to create Anarchy: The Graphic Novel.
The project includes ”a custom interactive reader, social-media integration, Content Management System, and scalable cloud hosting solutions.”* Basically a group of star writers and artists like Scott Lobdell, who wrote X-Men stories in the ’90s and is now responsible for three major DC Comics will steer the story with the help of fans. Emerge writes, “We built the application using Ruby on Rails, and host it using both Heroku and Amazon EC2 servers with the ability to scale and handle millions of visitors a day.”
Axe Anarchy: Unleash the Chaos. What does ‘chaos’ mean in the Axe Anarchy universe? The Brief referred to the Merriam-Webster Dictionary.
Chaos is:
a. A state of things in which chance is supreme; especially: the confused unorganized state of primordial matter before the creation of distinct forms.
b. The inherent unpredictability in the behavior of a complex natural system (as the atmosphere, boiling water, or the beating heart.
c. Behavior so unpredictable as to appear random, owing to great sensitivity to small changes in conditions.
That pretty much sums it up? In Bartle Bogle Hegarty’s hyperbolic creation for Axe Anarchy, with its theme line, “Unleash the Chaos”, something akin to an apocalypse is necessary for Kismet. (Considering my friends’ quest for love, I believe there’s some real truth to this.)
But in truth, Axe Anarchy is to romance what KFC is to truffles. It’s not about chemistry so much as it is about how this generation is wired to sex.. Axe knows what its customer wants. And Axe Anarchy allows you to sniff your man/woman and be at one with your digital device, interacting with Axe Anarchy’s interactive graphic novel and so much more stimulation – simultaneously.
The Brief is so turned on.
David Kolbusz, a creative director at Bartle Bogle Hegarty in London says, “Before, an Axe commercial was always about a guy spraying himself and a girl being attracted, and Axe giving him an edge in the mating game, whereas now women also have something to spray on themselves…”*
Thank God.
SOURCES of INSPIRATION
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
Leave a Reply
Advertisements
