The Axe collection
It looks like there is a new chapter to discover in the passionate neverending story of Axe in Japan. On the website I couldn’t find much interactivity, but the video experience is definitely new and quite catchy. The Axe “collection” is presented to a guy walking on the street, depending on the fragrance you decide to spray on him, you will meet different kind of girls attracted by that specific essence.
I like the chaotic editing, but the whole site is terribly heavy (takes some time to load and demands too much work from the CPU) and this doesn’t help the browsing/brand experience.