All Eyes On Samoa

Shortlisted in Dubai Lynx 2011

Tension Point
Mascara brands often struggle to visually communicate the dramatic effect of extra-long,
separated lashes in a crowded beauty market.

Insight
Consumers instantly understand the impact of extended lashes when shown in a bold,
exaggerated visual that turns the abstract promise of length into something tangible.

Idea
Transform everyday infrastructure into a striking, memorable demonstration:
turn utility poles into giant mascara wands to visually “extend” lashes.

Execution

• Installed utility poles as oversized mascara applicators,
  with overhead wires mimicking long, extended lashes.

• Placed along suburban highways to capture the attention of commuters,
  turning a mundane object into a high-impact visual.

• Highlighted the product promise: expertly defined, separated, and lengthened lashes.