Ok, ok, the site is all in Japanese and you won't understand a word on it. But if you're curious discover the latest Axe integrated action in Japan. It's the Axe Laser effect.

Would be great if someone from Japan could explain me what the action is about... I decided this is going to be my "Japanese" year, I want to go to Japan, and I'm interested in everything that comes from there, so please be patient and help me understanding the Axe Laser effect! :-)

I'm not from Japan, but I can sort of explain it. It's based around a photo contest. If you see the 'axe effect' happening around you, you take a photo with your phone and upload it to the website. There're vids on there too, accessible by clicking the 1st circle on the bottom right of the homepage. Grand prize is 1 million yen, which in pounds sterling is about a shitload.

Posted by: Stack at January 8, 2008 09:46 AM

Its a competition to take photos (or even movies) with your mobile phone of the public demonstrating 'The Axe Effect'. You use a QR code to access the upload page. First prize is 1 million yen (roughly 9,000 US$). For photo submissions there are two categories: 'Couples' and 'Freestyle' for videos its just 'freestyle'. sample videos/photos are available on the site.

Posted by: Marcus at January 8, 2008 11:26 AM

Ok, i'm from Japan and can read the site so i can explain. The Axe Effect concept goes like this - a woman falls in love or gets drawn to a man because this man is wearing the "Axe" fragrance body spray. The video's on the site look at different scenario's where a woman gets drawn to this man.

First Video is a girl staring at a guy while she waits for her friends.

Second Video is a girl sharing an umbrella with a guy on a rainy day.

Third Video is based on a hot HS boy and the girls can't resist looking.

The contest is to look for the Axe Effect within your life.

Posted by: Lisa at January 11, 2008 05:19 AM