The response was overwhelmingly enthusiastic at the film’s first showing to 250 employees in San Francisco.

“I have never experienced such a unique and wonderful company event.”"A fabulous way to celebrate our brand. It made me proud to be part of Benefit!"“The film demonstrated the history and staying power of our brand.”It was then screened during the Tribeca Film Festival in New York and became the centrepiece of a travelling road show making stops in Shanghai, Seoul, London and Paris. By the end of 2012 it will have been seen by 95% of all employees.