The Thinking The well-known truth is that, as women, we lie about our age. Often.

The lesser-known truth is that we hate lying about our age. Mostly because we know lying is just plain wrong. And secondly, because in the back of our minds, a tiny little voice is saying, “Do you really think they bought it?” The Solution We created giant ‘look at me’ statements. We then placed these structures, 2 metres in height, on the front lawn of homes in high traffic areas in residential estates. To the passers by, it seems as if the lady of the house is so proud of what she looks like that she wants to tell the world how old (or young) she really is. No lies.

The ResultsIn terms of sales, the impact of the idea is impossible to measure. What we can tell you is that the executions created quite a stir in the upmarket estates it was placed. The ladies' on whose lawns the signs were placed received tens of calls from "neighbours"; wanting to know more.