Axe: Anarchy, for him and for her
Tim Jones, Dan Hauck and Shadi-Sade SarreshtehdarzadehBBH
Summary
Most planning endeavors (and APG papers) start off looking for an effective and creative way to sell a product or service. Most planning starts after the real strategy has been done. In a world where a brand's most influential touch point can be the product itself, we need ideas that are built-in from the beginning.
This is the story of how a brand targeted at guys marketed its annual new variant by launching a variant for girls. Only by going upstream were we able...