Anarchy in the UK for BBH & Lynx

The above ad isn't so much an ad as an open invitation. If you've watched it and thought that being stranded on a Caribbean island with like-minded men and women is something you can buy into, well, you could be in luck.

BBH London and Lynx Anarchy (Axe if you're outside the UK) have created Anarchy Island which offers consumers a chance to win tickets to the island at the end of the year by completing one of six virtual treasure hunts on the Lynx UK Facebook page over selected Thursday and Saturdays during August and early September. Even if you fail to win one of the six pairs of tickets up for grabs, everyone who enters the competition is put into a prize draw to win a final pair or tickets to become one of the 14 people to travel to Anarchy Island.

This spot, directed by Biscuit Filmworks London's Tim Godsall, introduces us to the idea of the island and gives some indication of what it might be like. "Partying on a tropical island is fun," says BBH creative director David Kolbusz, who answers some more of our questions below. "Watching other people party on a tropical island is less fun. Which is why we ended up with an ad about the supplies' journey. Hinting at the potential for a good time seemed more interesting than showing it."

Where did the idea of an Axe Island come from?

Kolbusz: We assumed that with all the chaos the Axe Anarchy fragrance for him and for her was sure to cause, the world would need a safe place to contain the hedonism.  An island in the Caribbean seemed like the right kind of place.

When will the winners be placed on the Island and what can they, and we, expect from it?

Kolbusz: The idea is to get a whole bunch of guys and girls together for a short, intense burst of fun times, party games, dancing, good food, and drink.

Axe has a tradition of interesting and bold advertising; what’s the most difficult part of coming up with these campaigns?

Kolbusz: The world is full of love stories, so you rarely run out of material. On the rare occasion we do, we create Dadaist brain farts featuring ninjas on boats.

If you could take three things to an island with you (a boat, or any boat-like craft is not part of the deal) what would they be?

Kolbusz: A nice bottle of 2009 Seghesio Home Ranch Zinfandel; Alfred Brendel's complete recordings of Franz Schubert's Impromptus, and EL James' pre-Fifty Shades of Grey collection of Twilight fan fiction.