Unilever

We embraced the graphic novel genre for Unilever's brand AXE, and reinvented it for a generation raised on social media. Over the course of four months, Anarchy: The Graphic Novel was shaped by the suggestions and votes of consumers. Along the way, more than 50 consumers were illustrated into the novel.

Agency: Razorfish  Client: AXE/Unilever  Role: Experience Lead

We conceived the first AXE campaign that not only engaged 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. 

Over the course of four months, Anarchy: The Graphic Novel was shaped by the suggestions and votes of consumers. Along the way, more than 50 consumers were illustrated into the novel.