Axe Anarchy activation

 

I like Axe communications.  They have a late-teens male audience which encourages them to innovate, and a platform - hot women can't help but like Axe users - that more or less guarantees audience involvement.  So it's annoyingly easy for Unilever to extend every Axe campaign idea in a million different directions.

This one looks interesting.  Collaborative content creation with contributors written into the narrative - naturally involving hot women - and all underpinned by simple sharing options.  If I was written into a cool graphic novel I'd want to show people, so I have no doubt this will work well.  The advertising will provide reach, the activation idea will drive advocacy.  All in all, a nice piece of work.