In a FAKE world, how do you demonstrate that something is REAL? This was the challenge for Pearl Drops when launching their ‘This is Real’ brand creative and new ‘Instant Natural White’ toothpaste range. We challenged 16-30s women to ‘out-the-pout and celebrate real smiles’ through a new initiative – Look. Laugh. Live. During a six-month partnership with Look magazine across print, social and digital we encouraged the audience to share their most natural smiles – with the winner being given the chance to become a Look cover star. Our winner (Katie) was celebrated with an 8-page editorial feature where she told the story behind her smile. The TI Media partnership solution smashed Pearl Drops’ expectations for new product awareness (x3), favourability and consideration (x3) with “#looklaughlive shouting louder and with higher engagement than any linear media spend”.