Boys will be boys. With nothing more than an email, a little ad and a banner, more then 10,000 men blew up the skirt in less then a day. And that's only just the beginning.

Other magazines might blow out some candles. But in the world of Ché we allow men to blow something more interesting…skirts! We created a minisite where you could lift up the skirt of a sexy model by simply blowing towards your screen. To everybody’s surprise, a picture is secretely taken during ‘the blow job’ - using the surfer’s webcam. If you share this picture on Facebook or Twitter you get the chance to win Ché free for a year.

Ché is Belgium’s favourite men’s magazine. For years they’ve been running one of the country’s most famous and rewarded campaigns: “Let us keep on dreaming of a better world”. This year Ché is celebrating its 10th anniversary. And because a magazine is nothing without its readers, Ché wanted to make sure they were involved in the festivities.