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Imagine this. A road without rules, where speeding and recklessness are expected, racers cut each other up without warning and vehicles stop without notice.

As crazy as it seems, this is exactly what happens on a ski slope, warns Wed’Ze, "so wear a helmet".

The snow sport equipment brand's film by Paris agency Rosapark imagines a track where vehicles behave like skiers and snowboarders. It's running in France on TV, online and across the retailer's social media channels.