The jury of the EMEA SABRE Awards selected our viral video campaign ‘Laughing Tram Man’ for Rituals Cosmetics as winner of the category Fashion & Beauty. The campaign’s focus was the launch of the new Rituals’ Laughing Buddha collection, which is all about sharing happiness: “When you smile to the world, the world smiles back”. We reinvented this old ritual for the 21st century, by creating a hilarious viral video to kick off a campaign to share your smile. The result was a hugely positive audience engagement, over 3 million views for the video (and counting!), thousands of #whatmakesyousmile photos uploaded and over 25.000 new Facebook fans. Thanks to our partner Coebergh, the campaign gained a lot of publicity, which resulted in a media frenzy surrounding the launch.

We already cherish all the loving reactions we got from the online viewers for this sympathetic project, but now that our campaign strategy is also appreciated by a jury of experts we are quite honored. This truly puts a big smile on our faces! If you want to know more about the campaign, check out our project page about it.


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