Survey research told us that when women in Singapore think of beauty, they do not think of strength. So we found a spokeswoman who combined both. Angela Lee is the world’s youngest MMA champ. Her Instagram proves that beauty and strength do not have to be mutually exclusive.

The campaign was designed around creative image cropping and clever media placements. At first glance, magazine spreads, carousel ads and canvas articles appeared like traditional beauty ads. However, when the full image is revealed (through unfolding/swiping/tapping), you can see that Angela’s beauty pose is actually a fighting stance. The readers will be tricked, thinking that this is a typical beauty ads, however it is not!. The readers will then tear the perforated lines revealing a full ad with Angela showing her strength beautifully!