Bartle Bogle Hegarty, London 
- 60 Kingly Street Soho
- London W1B 5DS
- United Kingdom
- Phone: 020 7734 1677
- Fax: 020 7437 3666
- Country Phone Code: 44
- Website: www.bartleboglehegarty.com
Axe Anarchy/Lynx Attract - “Petrol”
Unilever
| Title | Petrol |
| Agency | Bartle Bogle Hegarty |
| Advertiser | Unilever |
| Brand | Axe Anarchy/Lynx Attract |
| Product Category | Fragrances, Perfumes & Toilet Waters |
| Campaign Name | Unleash the Chaos |
| Country of Production | United Kingdom |
| Language | English |
| Date of First Broadcast/Publication | January 29, 2012 |
| Media Type | |
| 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 Cannes Lions International Festival of Creativity, 2012 (Bronze Lion Campaign) for Cosmetics, Beauty, Toiletries And Pharmacy Cannes Lions International Festival of Creativity, 2012 (Gold Lion Campaign) for Cosmetics & Beauty |
| 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 |
| Photographer Production Company | Mad for It |
Problem
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.