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Brief Published: 25 Jan 2012

Axe Makes Graphic Novel


Axe, Unilever’s male fragrance and grooming brand, has launched a YouTube-based graphic novel to promote its new fragrance line, Anarchy.

Anarchy: The Graphic Novel follows a set of stereotypically busty “Anarchy Girls” as they unleash havoc around the world. Axe fans are invited to comment on the story, as well as to direct the characters, plot and outcome. 

The classic comic book styling is primarily designed to capture Axe’s male target market, but the use of strong-willed, powerful women characters is also likely to appeal to a female audience.

By harnessing the playfulness of web interactivity, the project engages the consumer without over-selling, and establishes strong visual brand and product identity.