We were briefed to promote Signals latest toothpaste: White NOW.

It gives woman instant white teeth - which sounded like a product too good to be true.

Our idea was to capitalise on this. So we created a fictional organisation called the NOW Lab - run by women on a mission to solve every beauty problem facing womankind in an INSTANT.

White NOW just happens to be their first miraculous product to actually make it to market.

The NOW Lab website featured all of the product ideas currently being developed by the NOW Lab.