New Tampax Compak tampons are so easy to use, they make having a period effortless. Our challenge was to engage our teenage target market online without making them feel like they were being advertised to. So if Tampax Compak takes the effort out of periods, our idea was that they could take the effort out of boyfriends too. So we created the Tampax Effortless Boyfriend. Users choose their own virtual beau who then sends confidence-boosting emails, presents and generally helps make her life effortless. And if they get bored of him, they can simply dump him and choose another – effortlessly! Username: Cannes, Password: Awards