This program ran from January to March, 2012 at 10 ski resorts across Canada, garnering 3.5MM impressions. Six unique executions were displayed on lift restraint bars so that our message didn't wear out with skiers and boarders riding up the lift all day. We also sponsored the Singles lines lift at these same hills. Next to the singles line, two creative executions were rotated. And at a particularly brave mountain in Western Canada, AXE became the proud sponsor of the local bra tree. (Bra trees are a naturally occurring phenomenon at mountains across the country. Every season a tree is picked at random by the locals and decorated with ladies’ undergarments.)