The new Axe campaign is one you can\u2019t miss. Axe Anarchy for him and her are so tempting that groups of people spontaneously started snogging in public. Axe is telling us an exciting brand story that creates a mayhem in the Netherlands.<\/p>\n
\u2018Start the chaos\u2019, that\u2019s what the campaign for the deodorant-brand is all about. And a chaos it was. Lots of Dutch bloggers mocked Unilever (who owns Axe) and advertising agency Reddion when they discovered that the companies tried to trick the audience. Recently the unprecedented Axe commercial was published on an amateurish little blog. The commercial, which was supposedly leaked, was of course posted on the internet by Axe. They also tried to let writers do their dirty work with no compensation and they violated portrait rights. Some people felt betrayed, and wanted the whole world to know. That\u2019s not necessarily a bad thing for Axe. The two articles on GeenStijl alone must have generated a considerable number of visitors. There\u2019s no such thing as bad publicity.<\/p>\n
Enough gossip, time for serious business. The story begins some time ago with ‘Anarchy, the graphic novel\u2019, which I think is the worldwide launch of Anarchy campaigns in different countries. It is an online comic about the origin of the Axe Anarchy scents. Readers get involved via Facebook, Twitter and YouTube and it’s interactive. Fans can affect the story and there is even the possibility to become a character. The branded YouTube channel<\/a> is really worth a visit. It is gutsy and sexy and it fits the concept.<\/p>\n In the Netherlands \u2018Start the chaos\u2019 really comes to live at the press launch of the new Axe Anarchy fragrance for her. It creates a ‘complete chaos\u2019, people start kissing spontaneously as actress Gigi Ravelli tests the product.<\/p>\n