Axe Anarchy Graphic Novel
Transform Facebook’s static photo album into an animated, interactive brand experience for Smart Cars
The Challenge
In 2012, AXE released Anarchy, the brand¹s first male/female paired fragrance. Our job was to make this the first AXE campaign that not only involved its consumers, but was created with them.
The Solution
We embraced a genre that has fueled fantasies for decades, and then reinvented it for a generation raised on the real time web.
Serialized over four months, Anarchy: The Graphic Novel was shaped by the suggestions and votes of consumers. Along the way, over fifty consumers were illustrated into the novel
Watch the case study below
Creative Team
Creative Director: Alex Bodman
Copywriters: Jennifer Shreve
Art Director: Wii Yatani, Lian Chang
Designers: Luke Li, Nolan Constantino
Creative Producers: Michael Prieto, Michael Moscardini, Yael Bloom, Belinda Lopez, Arminda Klier
Graphic Novel: Aspen Comics
Illustrators: Franchesco , Joe Benitez
Writer: Scott Lobdell
Agency: Razorfish
Results
Anarchy has become the best selling body spray in the United States
Since launch, AXE has achieved a 10% increase in market share
7 million+ Trailer Video Views
1.2 million+ Visits
50,000+ Votes
15,000+ Suggestions
Awards
One Show Entertainment Gold.
IAB MIXX Awards Gold. Best Product Launch
IAB MIXX Awards Gold. Best Branded Content
IAB MIXX Awards Silver. Mobile Marketing
WOMMY Awards Gold. Best Product Innovation
Cannes Lions Shortlist. Cyber. Cosmetic, Beauty, Toiletries
Cannes Lions Shortlist. Promo Activation