We launched a Facebook app that let women become models on a Times Square billboard. Unlike the unrealistic modeling standards of a pencil-thin figure and "flawless" beauty, all that was required was a photo of the one feature that virtually all women feel comfortable showcasing—their eyes.

A 70% jump in views of Olay's Facebook page.
An average of 55 likes per shared Olay photo (11x the average personal post).

For those in NYC, we handed out free makeup bags branded with my copy.

AD: Jacquelyn De Jesu  CD: Thomas Hackett & Chris Chao