Cannes Lions
BASCULE, Tokyo / UNILEVER / 2008
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Description
AXE LASER is a campaign aiming to help youths have deeper understanding of what THE AXE EFFECT is.We conducted a photo-contest where users upload photographs via their mobile phones casually whenever they see THE AXE EFFECT happening around them - expecting them to get close to 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.
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