By Katie McQuater, Magazine Editor

June 15, 2015 | 2 min read

Dare creative director Flo Heiss has shared the dream behind ‘Feather’ for Axe (Lynx in the UK), an interactive website that allowed users to ‘tickle’ a model, causing her to wriggle provocatively.

Speaking to The Drum’s resident psychiatrist Dr Sarracenia, as part of the Dream Awards, Heiss outlined some of the thinking behind the idea, describing a dream of tickling a woman with a feather.

He said: “I’m floating above a woman, in space, and I can’t get to her. I’m wondering if I can make something that allows me to reach that woman, and maybe even tickle her.

“Yes, I remember now, the dream was about tickling her with a feather on the nose, so she sneezes and laughs.”

Heiss is the latest in a series of creative luminaries sharing the vision behind some of their most imaginative work, in a campaign created by Lost Boys to coincide with The Drum’s Dream Awards. Previous creative directors to share their dreams from the comfort of Dr Sarracenia’s couch include TBWA’s Peter Souter and Laura Jordan Bambach of Mr President.

Celebrating the big idea is the basis of The Dream Awards, launched by The Drum. Judged by leading industry figures including Rosie Arnold, deputy executive creative director at BBH London, Guy Duncan, global creative director at Coca-Cola and Trevor Beattie, founder of Beattie McGuinness Bungay, the awards will recognise creativity across a broad range of vertical sector and medium-based categories.

The entry deadline for the Dream Awards is this Friday, 19 June. To find out more and enter the awards visit

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