We used the visual of the campaign to create a Mega Impact, full of colour collection, designed by a well-known, innovative Romanian designer. By placing those full-of-attitude clothes in women shops, malls and high traffic areas, we turned a topic of utmost interest for women - clothes, as a medium itself.The executions were a real visual experience, a hint of attitude and design, placed in an ordinary context, not on stage or the museum, highlighting the promise of innovation and colours of the Mega Impact lipstick.The execution was exposed together with product samples; the description of the collection sent women to Avon’s site to see the entire Mega Impact lipstick collection.

The value of the free PR exposure was double the cost of the campaign.The Mega Impact collection was admired in more than 21 locations during February-March (malls, subway passages and clothing shops), by more than 1,000,000 women.The sales exceeded the target by 20%.