YouTube is the perfect channel for Axe with 29 million European adolescents looking for new, different, edgy ways to be entertained.The question was, how does a brand stand out from the billions of other videos? Shocking has been done to death and complex effects are everywhere – it was time for something smarter...We took the functionality of YouTube, and gave it a Axe-flavoured twist. Every video on YouTube is divided into ten equal parts. Activate the timeline and you can skip between these parts using the number keys.The audience already played with this functionality, so we took a current trend, and used it to hide ‘The Axe Effect’ within some seemingly innocent footage.We created a video of what appeared to be a reporter having technical difficulties. But when the right buttons were pressed it played something altogether different.The audience loved it, making it one of the most discussed videos on YouTube. They even found new ways to interact with the film. It meant YouTube truly got ‘The Axe Effect’.