| Title | The Chain |
| Agency | BBH |
| Campaign | Unleash the Chaos |
| Advertiser | Unilever |
| Brand | Axe Anarchy/Lynx Attract |
| Date of First Broadcast/Publication | 2012 / 1 |
| Business Sector | Fragrances, Perfumes & Toilet Waters |
| Story | 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 |
| 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. |
| Media Type | Television |
| Editing Company | Final Cut |
| Production Company | Framestore |
| Sound | Factory Studios |
| Editor | Rick Russell |
| Director of Photography (DOP) | Eduardo Grau |
| Director | Tom Kuntz |
| Agency Producer | Ruben Mercadal |
| Creative Director | Dominic Goldman |
| Creative Director | David Kolbusz |
| Creative Team | Szymon Rose |
| Creative Team | Daniel Schaefer |
| Advertising Manager | Tomas Marcenaro |
| Strategic Business Lead | Richard Lawson |
| Strategic Business Leaf | Keir Mather |
| Account Manager | Jen Omran |
| Sound Design Company | Phaze UK |
| Sound | Sam Robson |
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