Unilever invites Axe fans to create online comic

Unilever subsidiary brand Axe has unveiled a crowdsourced graphic novel, ‘Anarchy’, which will be developed in “real-time” using fan feedback via its social media channels.


Axe, which trades as Lynx in the UK, has kicked off the new year with a social media campaign that lets fans shape the plot of its new online graphic novel, “Anarchy”, by submitting their suggestions to Facebook, YouTube and Twitter.

The graphic novel will follow the exploits of the “Anarchy Girls” and participants will be able to propose character arcs for the heroes as well as have the chance to appear in a future issue.


The best ideas will be picked by the graphic novel’s creative team and added issue by issue over its fifteen-week run. Fans can already vote to cast the final main character on Axe’s YouTube channel.

The first issue will launch on January 10 and the series will run through to April 30.

Axe has launched both a teaser trailer for the comic as well as a live action spot to support the campaign’s superhero premise.

The campaign was developed by Axe’s US agency, Razorfish.


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