Axe, the male grooming brand from Unilever, which is known as Lynx in the UK, has announced the next phase of its multi-channel marketing campaign to support its latest fragrance, Axe Anarchy: For Him and For Her.
From 14th August, Lynx fans in the UK will have the chance to become one of seven to win a pair of tickets to Anarchy Island – the brand’s very own Caribbean island.
Tickets will be up for grabs for fans who complete one of six virtual treasure hunts on the Lynx UK Facebook page on selected Tuesdays and Saturdays during August and early September. All those who fail to win one of the six pairs will be entered into a prize draw to win the final pair of tickets. The 14 successful fans will then travel to Anarchy Island at the end of the year to join other Lynx fans from around the world for an epic island party holiday.
Created by BBH, the advert opens like an action movie, with a speedboat driving at full speed ‘somewhere in the Caribbean Sea’, carrying some wooden crates. We are then introduced to a number of smartly-dressed men, all of whom are singing the same, high tempo, wordless song. As the camera pans out, it becomes apparent that each of the men is driving a different speedboat within a larger fleet, all heading for the same destination – and each is carrying a different set of passengers: from barmen to masseuses; pizza delivery boys to pillow-fighting girls; ninjas to a live band; plus a group of guys and girls, all dressed in swimsuits.
The ad then returns to the first speedboat, and reveals that the contents of the crates are cans of Axe Anarchy: For Him and For Her. The ad ends with a girl detonating an explosive, as an island comes into view and fireworks explode overhead – before the strapline ‘Anarchy Comes to Paradise’ appears on screen.
View 'Chaos Island' below:
David Kolbusz, Creative Director at BBH said: "Partying on a tropical island is fun. Watching other people party on a tropical island is less fun. Which is why we ended up with an ad about the supplies' journey. Hinting at the potential for a good time seemed more interesting than showing it."
Mark Aschmann, Lynx brand manager at Unilever UK, said: “We know that our fans are highly active on Facebook, so we chose to employ a unique, interactive mechanic to reach them, via a series of digital treasure hunts based around themes that we know they are passionate about.
“We strive to stay ahead of the competition not only by creating the most irresistible fragrances, but also by delivering epic campaigns that truly reach the hearts and minds of our consumers, and make them excited to be a part of the brand.”
BBH Creative Team: Wesley Hawes, Gary McCreadie, Dan Bailey and Brad Woolf