On Valentine’s Day 2012, Axe wants to prove to young men that the Axe Effect can get you all the kisses you desire… even in countries as conservative as Thailand and India.

Idea: A kiss-powered Art.

Each Axe guy must gather real kisses to complete one giant kiss art within ONE DAY, armed only with an iPad… and Axe body spray.

When a babe kisses the iPad, her kiss appears on the same spot on the giant Kiss Art. To form the portrait, our Axe guy must be literally smothered with kisses by babes and strangers.The most-kissed man got celebrated on outdoor spaces, on TV and on the digital space, proving that the Axe Effect works for real.-Over 5.2 million online impressions in Thailand and India.-47,000 increase in Axe Facebook fans.-Over 600,000 views of Kiss Art content.-10 minutes free airtime on TV reaching half a million people in India.