SOLUTION

We didn't want to tell people the mask works. We wanted them to feel it - literally. So instead of a conventional stand or a media buy, we built a guerilla-led creative concept that turned a single product insight into an integrated campaign spanning OOH, experiential and shopper activation across three markets.

The creative idea was simple but disruptive: bring the "glass skin" transformation out of the bathroom and into the city, where the target audience actually lives, commutes and shops.

At the heart of the concept stood a 7-metre mask monument in front of one of Prague's busiest shopping centres - a technically demanding, one-of-a-kind build designed as an unmissable OOH landmark. Visitors could step inside, get an on-site skin analysis, and watch their own face appear larger than life through the eyes of the mask. A high-impact visual hook engineered to stop foot traffic and fuel organic word-of-mouth.

For three days around the monument, we unleashed a Mask Hunt - a guerilla layer that gamified the whole activation. Our "actors" wearing the mask hid among shoppers, waiting to be spotted. Once caught, they posed for a photo and the shopper walked away with the product for free. Engagement, social sharing and sampling rolled into one mechanic.

We then extended the idea into public space with an OOH takeover: a Prague train station and tram stop were rebranded with a new destination - Hydrated Skin. A new train line named Glass Skin. Journey time: 90 minutes - the exact time the mask needs to work. The product benefit became part of the daily commute, seamlessly woven into the urban landscape.

The concept closed with sampling and an in-mall activation in Budapest, carrying one consistent creative idea across all three markets. Different formats, different touchpoints - one guerilla idea. And sold-out shelves.