Axefeather is a website created to promote the deodorant 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 inviting them to tickle an 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. Sexy! The executing agency is Dare Digital.