8. THE INSIGHT
Guys and girls both want the same thing, they
just need a spark to ignite.

10. THE CHALLENGE
To bring this fantasy to life in the digital space, in order to
achieve engagement and social interaction.

11. OUR TARGET
• Creative
• Social 24/7
• They want their 15mb of fame

12. A SOLUTION
We explored ways to recreate the hyper-reality of
the Anarchy campaign online.
And then we thought - why not use the online
space to allow consumers to co-create the
campaign?

16. Consumers shape the
story by making
suggestions and voting at
YouTube.com/AXE, in
banners, and on X-Box

17. Consumers shape the
story by making
suggestions and voting at
YouTube.com/AXE, in
banners, and on X-Box
The Co-Creation is
incorporated into the
campaign storyline

18. New comic Consumers shape the
story by making
content is
suggestions and voting at
uploaded YouTube.com/AXE, in
every two banners, and on X-Box
days
The Co-Creation is
incorporated into the
campaign storyline

20. WATCHING THE TRAILER
READING THE NOVEL
VOTING
SHARING
STORY IDEAS

22. YOUTUBE FACEBO K
O
RICH MEDIA
BLO S
G
X-BOX

30. The Real Time Production
Process
• Working with Aspen

31. Behind The Scenes Video
• http://www.youtube.com/watch?v=HqWRc
wAo7oc

32. 32

34. THE LAB

35. LAW AND DISORDER

36. SHOWDOWN IN CHI-TOWN

37. CUPID’S ARROW

38. A LUCKY BREAK

39. UNITED STATES OF ANARCHY

40. THE IDES OF INSANITY

41. ALL GOOD THINGS

52. CREATE CONTENT
PROMOTE DURING CAMPAIGN
NORMAL APPROACH

53. CREATE CONTENT
PROMOTE DURING CAMPAIGN
NORMAL APPROACH
CREATE CONTENT
PROMOTE DURING CAMPAIGN

54. 4 MONTHS
CO-CREATE CONTENT
4 MONTHS
CONSUMERS PROMOTE DURING CAMPAIGN