Axe (Or Lynx in New Zealand) has been been raising the bar for beautifully produced online lads toys for years. Their latest is framed up as a TV show to help you play pranks on your mates and check out the results of other peoples’ efforts. Some of the user generated content is re introduced seamlessly back into the full screen show. I expect we’ll see more and more of this. Blurring the lines between super-slick production and UGC – Hallelujah!
Author: Daniel Wright, Tribal DDB
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