Panty tree

Axe sexifies the ski hill.

Axe wanted to get Canadians’ attention at ski hills, so it teamed up with Adbloc to deploy a ton of signage, more than 1,000 signs, on chairlifts at 10 of Canada’s top ski areas. That’s a lot of advertising, but it’s not all the brand did. Some of the ads pointed to Axe’s sponsorship of a special tree: the Bra and Panty Tree. Apparently this tree gets very hungry because some of the ads ask skiers to feed it. We’re not sure how that works, since you’d only be seeing these ads while decked out in your ski gear riding a chairlift up the mountain, but, hey, trees need food too.


advertiser: Axe
agency: Adbloc


, , , , ,