Synopsis:A guy comes down the slope on his snowboard. His friend is filming. He is about to get on the lift, a gaggle of girls appears, crowding and pushing to climb onto the lift with him. The lift keeps on moving. The unthinkable sight at a normally strictly managed Japanese ski-area adds impact this movie.Objectives:To maximise interest among the target for AXE, we aimed to convey the brand concept, 'The AXE EFFECT = Men exerting a strong attraction on women' with high-impact visuals, triggering a social phenomena as the concept spread by word of mouth.Target Group:16 – 22 year old males.