Axe Anarchy / Lynx Attract Film Breaking News by Razorfish London, Sonny

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Industry Water
Media Film
Market United Kingdom
Agency Razorfish London
Agency Sonny
Released February 2012


Epica Awards 2012
Media Innovation Media Innovation - Traditional Media Silver

Credits & Description

Agency (city): Razorfish London
Creative Director(s): Sean Chambers
Copywriter(s): David Cadjy-Newby
Production Company (& City): Sonny London
Agency Producer(s): Nicole Saganice

Short explanation
We tapped into the established narrative arc of an international news story. But with a
tongue-in-cheek twist: what if the new Anarchy sprays created an epidemic – a wave of
uncontrolled attraction between men and women that spread across the globe?
We created a series of three films that mirrored the arc of an authentic news story, seeded
rumors of the product selling on the black market and used real world stunts to show the
chaos of mutual attraction unfolding.

For the first time ever Axe created a deodorant body spray for men with a complementary
formula for women. They called the new variants 'Anarchy.'
Our challenge was to launch the new for him and for her product to a savvy audience of men and women in the UK and across 15 European markets.