Bartle Bogle Hegarty, London Follow Update

  • 60 Kingly Street Soho
  • London W1B 5DS
  • United Kingdom
  • Phone: (+44) 020 7734 1677
  • Fax: (+44) 020 7437 3666

Axe Anarchy/Lynx Attract - "Dog" - Bartle Bogle Hegarty

  • Dog
  • Axe Anarchy/Lynx Attract
  • Unilever
  • Bartle Bogle Hegarty
  • United Kingdom
  • Unleash the Chaos
Product CategoryFragrances, Perfumes & Toilet Waters
Date of First Broadcast/PublicationJanuary 29, 2012
Media TypePrint
Awards CLIO Awards, 2013 (Bronze Campaign) for Product/Service
International ANDY Awards, 2013 (Silver) for Personal Products
Eurobest, 2012 (Silver) for Cosmetics & Beauty
Kinsale Shark Advertising Festival, 2012 (Bronze) for Campaign of 2 or more
Photographer Production Company Mad for It
Creative Director Dominic Goldman
Creative Director David Kolbusz
Creative Team Szymon Rose
Creative Team Daniel Schaefer
Account Manager Jen Omran
Photographer Jean-Yves Lemoigne
Retoucher Gary Meade
Print Producer Jeremy Gleeson
Advertising Manager Tomas Marcenaro
Strategic Business Lead Richard Lawson
Strategic Business Leaf Keir Mather


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.