The brief was to re-invigorate the 17 brand and re-connect it to its youth audience. A fresh and engaging online approach was needed to grab their attention. Teenagers love make-up and music: ‘17 Make-up Songs’ combined the two – a collaboration with up-coming musicians, who created tracks to highlight the product benefits. This track, ‘Tonight We’re Going Out Out’, celebrates 17 Blow Out Mascara being perfect for BIG nights out. The video was the world’s first interactive tumblr music blog. As you scroll down, the track builds to a complete song with each gif image moving in sync with the beat.