Waterproof MascaraBieber concert stunt
Spotting the moment a product becomes essential.
- 1
The challenge,
Waterproof mascara is a crowded, hard-to-differentiate category. It needed a moment that made the product’s benefit impossible to ignore.
- 2
the insight,
A Justin Bieber concert in South Africa meant thousands of fans crying their eyes out. The perfect test for a mascara that doesn’t run.
- 3
and the idea.
A topical stunt and print execution timed to the concert, placing waterproof mascara exactly where it was needed most.