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Social Effort Scale

AXE MATTE EFFECT’s Social Effort Scale website measures the ‘social efforts’ of users with a unique algorithm. Visitors connect to the site via Facebook, Twitter or Instagram and their social posts are scored between -500 and 500. From pictures and hashtags to check-ins and status updates; the scale is designed to alert users if they’re trying too hard.


Brand: Axe

Director: Takayoshi Kishimoto

Creative Agency

Creative Agency: Barton F. Graff 9000

UX: Nicolaj Staus, Stephan Bischof, Lok Neville Lee

Digital Agency

QA: Peter Law, Elena Noseda

Digital Production Company

Producer: Marc D'Souza

Technical Lead: Silvio Paganini

Project Manager: Sandra Popescu

Art Director: Ruben Feurer

Designer: Karol Góreczny, Luciano Foglia, Tomasz Wysocki

Genre: Digital, Fashion & Beauty, People