THE INSIGHTGuys and girls both want the same thing, theyjust need a spark to ignite.
THE CHALLENGETo bring this fantasy to life in the digital space, in order toachieve engagement and social interaction.
OUR TARGET• Creative• Social 24/7• They want their 15mb of fame
A SOLUTIONWe explored ways to recreate the hyper-reality ofthe Anarchy campaign online.And then we thought - why not use the onlinespace to allow consumers to co-create thecampaign?
Consumers shape the story by makingsuggestions and voting at YouTube.com/AXE, in banners, and on X-Box
Consumers shape the story by making suggestions and voting at YouTube.com/AXE, in banners, and on X-Box The Co-Creation isincorporated into the campaign storyline
New comic Consumers shape the story by makingcontent is suggestions and voting at uploaded YouTube.com/AXE, inevery two banners, and on X-Box days The Co-Creation is incorporated into the campaign storyline
WATCHING THE TRAILER READING THE NOVEL VOTING SHARING STORY IDEAS