2008canneslions戛纳广告节互动广告类金狮AXE LASER
2008年戛纳广告节互动广告类金狮作品AXE
URL：http://www.axelaser.com/
Client：UNILEVER JAPAN K.K.
PRODUCT：AXE
Website：
AXE LASER is an educational campaign aiming for helping youth have better understanding of what is THE AXE EFFECT.
We conducted a photo-contest in which users upload photographs via their mobile phones casually whenever they see THE AXE EFFECT happening around them - expecting them to get familiar with AXE in a positive manner.
Also, we developed an arrow icon which features THE AXE EFFECT copy as a communication symbol of the campaign, as well as the real laser pointers/stickers to label the phenomenon just like floating banners in real world.
We labeled various AXE EFFECT moments in town by using the laser pointers/stickers like band of guerrillas, and brought forward the process on the site with video footages, along with the photographs from users - so that they can feel it real, not a fantasy. 
The Site Image (The distributional map of THE AXE EFFECT in Japan):
To promote recognition and understanding of THE AXE EFFECT, we created A4 size flyers and delivered them to universities, colleges, career schools and nightclubs all over the country.
There were description texts and illustrations about THE AXE EFFECT to explain when and how to use the stickers so that they can understand THE AXE EFFECT symbol by actual making use of it.
We also created fluorescent type of the stickers so that they can use them in nightclubs, aiming for promoting recognition of AXE to target young generation.