| Titel | The Chain |
| Agentur | BBH |
| Kampagne | Unleash the Chaos |
| Werbende | Unilever |
| Marke | Axe Anarchy/Lynx Attract |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2012 / 1 |
| Geschäftsbereich | Parfüms & Eaux de toilette |
| Story | The TV ad sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other |
| Problem | Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy (known as Lynx Attract in the UK) by including a limited female fragrance. For the first time in its history, the brand famous for giving men the edge in the mating game is also bringing the Axe Effect to women. |
| Medientyp | Fernsehen |
| Redaktionsbüro | Final Cut |
| Produktionsfirma | Framestore |
| Ton | Factory Studios |
| Cutter | Rick Russell |
| Direktor Fotografie | Eduardo Grau |
| Regisseur | Tom Kuntz |
| Agency Producer | Ruben Mercadal |
| Creative Director | Dominic Goldman |
| Creative Director | David Kolbusz |
| Creative Teammitglied | Szymon Rose |
| Creative Teammitglied | Daniel Schaefer |
| Werbeleiter | Tomas Marcenaro |
| Strategic Business Lead | Richard Lawson |
| Strategic Business Leaf | Keir Mather |
| Kundenbetreuer | Jen Omran |
| Tonstudio | Phaze UK |
| Ton | Sam Robson |