Szymon Rose
Creative Director at Wieden + Kennedy Amsterdam
Amsterdam, Netherlands
TitleThe Chain
Campaign Unleash the Chaos
Advertiser Unilever
Brand Axe Anarchy/Lynx Attract
Date of First Broadcast/Publication
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
Production Company
Editing Company
Strategic Business Lead
Sound Design Company
Account Manager
Strategic Business Leaf
Advertising Manager
Director of Photography (DOP)
Creative Team
Creative Team
Creative Director
Creative Director
Agency Producer

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