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'Axe Anarchy': Outdoor Ads Visible Only If You're Wearing Sunglasses (Video)

Calling all voyeurs: Has Axe Anarchy have an ad for you.

In my book, THE ON-DEMAND BRAND, I look at how HBO famously pulled off something even more spectacular with projections that gave passersby a sneak peak into the lives of people living in a New York City apartment building, ala Hitchcock's "Rear Window."

What's different about Axe's ("Lynx's" in Australia) version is that the building only comes to life once you put on special sunglasses.

Which is nice while someone's handing out the shades. But another approach might have been to create this effect using the consumers' mobile phones via augmented reality - no special glasses required.

Still - this smells like a winner for Axe's first fragrance for women.

Read more here.

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 OD_cover "... EXCELLENT ..."


“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly





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