P&G gets its glam on

P&G's beauty brands are typically perceived by girls ages 18 to 25 as the "drug store brands." The company wanted to change their view to be more positive and have young girls think of them as their "Big Night Out" BFFs.

It enlisted Starcom MediaVest Group to link P&G brands with music and memorable occasions. Partnering with the MuchMusic Video Awards, the agency transformed Toronto's Queen Street into "every girl's beauty fantasy" with pop-up "beauty bars" where they could test the brand's products and share their looks with friends.

The agency also created a second-screen platform for girls online (average time spent was 18 minutes), where they could view exclusive camera vantage points during the live show as well as participate by completing polls that asked which cameras they wanted to see during commercial breaks.