Axefeather is a website created to promote Axe (Lynx in the UK) among young people. Feather is part of a series of brand building executions aimed at a male target audience of 16- to 20-year-olds. Rather than promoting a specific scent of Axe (Lynx in the UK) deodorants it invites the user to tickle a rather attractive girl lying on a bed with a feather. Depending on where she's being tickled the girl responds with a variety of wriggly reactions. The site recorded over 2 million visitors in two weeks and has just won The Guardian monthly interactive showcase. The video has been directed by Olivier Rabenschlag who also art directed the design and developped the functionality of the piece. The agency is Dare Digital.