CHALLENGE : Implement the new AXE Dry campaign online to promote a new range of anti-perspirants in France.SOLUTION : Creation of an original hero : «Canadairman», the man who can stop fires thanks to his unique sweating capacity.We created a fake news report about the forest fire in the South of France. You can see firement useless while fighting against the flammes.Their only hope is Canadairman…This viral video lands on a dedicated website : http:// www.canadairman.comwhere you can play an advergame and stop fires yourself, discover the range of products, download goodies, ...RESULTS : After 3 Weeks: 700 000 views of the movie (the french version)324 000 visits on Canadairman.com