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Axe Laser
| See full size 600x450 px | |
| Released: | June 2008 |
| Avertiser: | UNILEVER |
| Brand name: | Axe |
| Agency: | BASCULE, Tokyo |
| Country: | Japan |
| Category: |
Toiletries & pharmaceuticals
Personal effects - including perfumes, tobacco & luxury items
|
| Awards: |
Cannes Lions 2008 Cyber Gold
|
| Tags: |
Cannes 2008
|
Credits:
http://202.218.121.130/2007/axelaser/en/
Type Of Entry: Websites & Microsites
Title: AXE LASER
Advertiser/Client: UNILEVER JAPAN K.K.
Product/Service: AXE DEODORANT
Entrant Company, City: BASCULE, Tokyo
Country: JAPAN
Advertising/Web Design Agency, City: BASCULE, Tokyo
Country: JAPAN
Title: AXE LASER
Advertiser/Client: UNILEVER JAPAN K.K.
Product/Service: AXE DEODORANT
Entrant Company, City: BASCULE, Tokyo
Country: JAPAN
Advertising/Web Design Agency, City: BASCULE, Tokyo
Country: JAPAN
Credit Details:
| Name | Position | Company |
| Masayoshi Boku | Creative Director | Bascule |
| Akira Ohtsuka / Nobuo Hara | Director | Bascule |
| Kenichiro Tanaka | Producer | Bascule |
| Megumu Kasuga | Art Director / Designer | Bascule |
| Takayuki Watanabe | Technical Director / Programmer | Bascule |
| Tomomi Motose | Illustrator | Bascule |
| Akira Imafuku | Production Manager | Bascule |
| Soichiro Yamamoto | Copywriter | Bascule |
| Motoi Ishibashi | Device Architect | DGN Inc. |
| Shinya Tomikawa | Programmer | Freelance |
| Shojiro Nakaoka | Sound Designer | Biztream |
| Movie Production | P.I.C.S. Co. | |
| System Developer | Mitsubachi Works. | |
| Takuji Akeyama / Masaki Sakatsume | Client Supervisor | Unilever Japan K.K. |
Synopsis:
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.