The big idea was simple: whatever you choose to do to your face, you’re still the same person. So choose Dysport to match your energy when you smooth those pesky frown lines. Of course, the legal gods required we say the full “smooths frown lines between the brows,” which was a pain in the ass every single time… but constraints make you sharper, and we leaned in. While our main competitor can “B toxic”—not naming here (hi, legal!)— we came up with a bright, gorgeous campaign that made the benefits of a neuromodulator feel approachable, modern, and unapologetically feel-good.