SUMMER DAYDREAM for Axe

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SUMMER DAYDREAM

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Industry Deodorants
Media Film
Market Japan
Production Bascule Tokyo
Director Ryo Inoue
Creative Director Masayoshi Boku
Art Director Megumu Kasuga
Copywriter Chihiro Okabayashi
Producer Kaname Okada
Released April 2010

Credits & Description

Category: Interactive Film
Advertiser: UNILEVER
Product/Service: AXE
Production Company: BASCULE, Tokyo, JAPAN
Date of First Appearance: Apr 8 2010
Creative Director: Masayoshi Boku
Copywriter: Chihiro Okabayashi
Art Director: Megumu Kasuga
Agency Producer: Ken-Ichiro Tanaka
Producer: Kaname Okada(Stylist Inc.)
Director: Ryo Inoue
Sound Design/Arrangement: Shojiro Nakaoka(Biztream)
Account Manager: Yasushi Ishikawa
Other Credits: Takayuki Watanabe/Chiho Araki

English Description
Created a topic for men to use AXE during the hot season, where Japanese men have a trend not to use fragrance between spring and summer.
Provided a contents to experience “THE AXE EFFECT” to a maximum extent at a summer stage.
To communicate the “THE AXE EFFECT” message straight forwardly. utilizing the 360° camera, created an interactive movie, where user become surrounded by girls from all angles when you use AXE, after watching the movie depending on how you moved your mouse, 7 different ending are provided with an advice of the best fragrance for you, sending the message "let's use AXE in the hot summer season"
After its release, it was discussed in many major media such as magazines, websites, and Yahoo! News.
It has been discussed widely on blogs, Twitter, and so on, as a "unique and delightful site", even among users formerly unfamiliar with AXE, resulting in it gaining a huge response.