A promotion campaign upon the debut of AXE from Unilever in Japan, aimed for communicating THE AXE EFFECT keyword and its culture to youth.In its teaser stage, THE AXE NEWS site introduced THE AXE EFFECT as sets of mysterious phenomenon. From TV spots/newspapers/MSN to X51.org(a popular indie cult-news blog), the "phenomenon" was introduced to draw their attention into the site, without any appearance of the product itself.When the actual product was released, the word "THE AXE EFFECT" was already under the spotlight. At that timing, we released another contents for product introduction to give the "Lesson" about the new culture.