In the beginning of 2008 AXE and Unilever launched in Japan the photo and video contest - the “AXE Laser”.

The idea was to demonstrate so-called AXE effect in action by making photo or small video clip by mobile phone camera and uploading these creations to the contest site. The winner gets the prize of 1 million yen (it is about 9 000 dollars).

Indeed, it was rather interesting to look these photos and videos because this AXE effect, sure, had some national specialties.

You can make your own opinion about here .