Bartle Bogle Hegarty London, United Kingdom Full Service

Bartle Bogle Hegarty Creative Work

Title "The Chain"
Agency Bartle Bogle Hegarty
Production Company Framestore
Editing Company Final Cut
Campaign Unleash the Chaos
Advertiser Unilever
Brand Axe Anarchy/Lynx Attract
Date of First Broadcast/Publication 1/2012
Business Sector Fragrances, Perfumes & Toilet Waters

Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy (known as Lynx Attract in the UK) by including a limited female fragrance. For the first time in its history, the brand famous for giving men the edge in the mating game is also bringing the Axe Effect to women.


The TV ad sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other

Media Type Television
Sound Design Company Phaze UK
Sound Factory Studios
Creative Director Mr. Dominic Goldman
Creative Director Mr. David Kolbusz
Creative Team Mr. Szymon Rose
Creative Team Mr. Daniel Schaefer
Director Mr. Tom Kuntz
Director of Photography Eduardo Grau
Agency Producer Mr. Ruben Mercadal
Account Manager Jen Omran
Editor Mr. Rick Russell
Sound Sam Robson
Advertising Manager Mr. Tomas Marcenaro
Strategic Business Lead Mr. Richard Lawson
Strategic Business Leaf Keir Mather

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