Coca-Cola "Max" by Tugboat Japan

Tugboat, the independent Japanese agency, has decked out toilet cubicles to resemble ski slopes in a bid to promote the Coca-Cola-owned energy drink Max.

The campaign, which aims to promote the extra sweet coffee drink amongst extreme sports enthusiasts, transforms the toilet cubicle so that the person sitting on the loo feels as though they are the top of a dramatic ski jump.

In order to target its key audience, Tugboat transformed the toilets of a number of major ski resorts, with branding on the toilet holder reading: "Seriously kick-ass intensely sweet for the real coffee super zinging unstoppable Max! Taste-explosion!"