Aussies Get Their Booie On at Woolworths

Australia's beloved comedian Celeste Barber's makeup line Booie Beauty was dancing onto the shelves at Woolworths, Australia's biggest retailer, and we needed to announce the arrival with style.

Shot in the middle of the night, we got Aussies to 'Get Their Booie On' with an absurd, choreographed film that showcased the mood-boosting power of Booie Beauty for women of all ages.

Then we cemented it as the freshest new arrival with OOH that spoofed beauty and food tropes, in line with Celeste's long-standing bit of parodying the unrealistic standards of the beauty industry.

The most successful partnership launches to date. Significantly outperforming platform benchmarks on TikTok our creative was proven to be memorable and generate cut-through that converted to sales. It actually exceeded forecast in Week 1 of launch, and we needed to pause activity so supply could be replenished to keep up with the demand we had generated.