When Poppins agency asked for a pitch that would leave the beauty world gagged, we said ‘hold my lip gloss.’

The brief was open-ended and abstract, leaving room to dream, to play, so we focused on going big with PR-able moments that would spark social shares and increase opportunity for virality. A 360 campaign was created, with punchy visuals and playful copy literally ‘spilling’ across the streets of major UK cities and across the pages of their news publications, which we printed and distributed during our board session - everybody loves a little pitch theatre. Not to mention a newsjacking taking place in Piccadilly Circus, as a NYX-branded London taxi drives around with a supersized lip product on its roof. Unhinged? Probably. Unignorable? Absolutely. Did we win? A big fat (oil) yes.