"The chain", which will run alongside digital, social and out-of-home activity, shows men and women coming together in chaotic situations.

Bartle Bogle Hegarty has also developed two Facebook apps, "Anarchy Matchmaker" and "Kissing Chaos", which will launch in South America this week, and roll out across other markets.

Facebook users are asked to film themselves in "kissing" poses to feature in a music video, where they’ll be seen "kissing" a stranger. The results are posted to their profiles and the Axe fan page.

The TV spot was created by Daniel Schaefer and Szymon Rose, and shot by Tom Kuntz through MJZ.

This article was first published on Campaign Work

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