Kraft Foods' brand O'boy is a well-known pioneer in Scandinavian Internet marketing. Now Perfect Fools and JWT have released O'boy King of the Hill, the first in a series of innovative advertisement experiences to promote O'boy during the coming year. The campaign site follows the hapless character Micke Lafleur as he attempts to follow through on his boast that he can complete a snowboard 360 jump in fewer than 30 tries, despite being a complete novice. The campaign relies on dry humour and advanced internet technologies, like an integrated video to appeal to the highly sophisticated 12-14 year old target audience.