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.
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