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.