A perfect example of a new medium growing out of a unique product benefit. In Canada, the mascara market is very saturated, and the challenge was to breakthrough the clutter and speak to our target where she is most receptive. In this case, that was when she was on the subway. Creating a new media space, turnstiles were turned into giant mascara wands, which drove home the key message of the product - the extremely large brush gives her extremely long lashes. Sales grew by 15%, the campaign received local and national media attention and LashBlast cemented itself as the #1 mascara in Canada.