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Nude by Nature | The Stunt That Started a Conversation

Service

Communications Event

To extend campaign reach and dial up consumer awareness for Nude By Nature’s Lift & Curl Serum Mascara, TCA conceptualised and delivered a disruptive PR stunt that turned heads and sparked conversation across Sydney’s Eastern Suburbs.

A luxury Range Rover, emblazoned with a single word — CHEATER — was deployed across two of Sydney’s most high-footfall precincts: Double Bay in the morning, before venturing to Bondi, lapping the streets and parking at the iconic north end grassy knoll where beachgoers couldn’t miss it. What looked like a scorned lover’s revenge quickly revealed itself as something far more subversive — a beauty brand daring you to ditch your mascara.

A flyer placed on the car read: “Don’t deny it. I have the receipts.” — a hook that drew curious onlookers in to scan the QR code. Once scanned, they landed on a Nude by Nature pop-up page inviting them to cheat on their current mascara and claim the Lift & Curl Serum Mascara for just $1. The CTA let audiences in on the joke, reinforcing the campaign’s playful tone while delivering meaningful product trial — a blend of storytelling and conversion that turned a street moment into a brand moment.

Rear view of a black Range Rover Sport parked on a city street, license plate reads 'NUDE' with reflections of trees in the rear window.

Results

328

Email Sign Ups

500

Units of Mascara Sold (Exhausted)

1970

Landing Page Sign Ups
Sheet of paper with a large QR code and the caption 'DON'T DENY IT. I HAVE THE RECEIPTS!' resting on a car dashboard behind the windshield.

Approach

TCA’s approach was rooted in cultural disruption — creating a moment that felt genuinely unexpected in a landscape saturated with conventional beauty marketing.

The “cheating” concept was chosen for its ambiguity. Without context, the image of a luxury car branded CHEATER parked in Sydney’s Eastern Suburbs was provocative enough to generate organic curiosity, speculation and sharing — and it did exactly that, with onlookers stopping to photograph the car and social commentary spreading before any media had even picked it up.

The two-location route — Double Bay to Bondi — was deliberate. Both precincts carry strong lifestyle and social currency, ensuring maximum visibility among the right audience at peak hours. The flyer mechanic gave people somewhere to go, converting passive intrigue into active participation and a measurable, talk-worthy moment that successfully brought Nude by Nature into the cultural zeitgeist.

Dark SUV with large white graffiti on its side, parked on a city street with storefronts and trees in the background.
Infographic titled 'my ex's red flags' showing two makeup bottles with red flags labeling negative traits like no length, flaky, smudges, messy, clumpy, unreliable, toxic, panda eyes, irritating, and hard to remove as a relationship guide.
Note on a car windshield with a large QR code and the message 'Don't deny it! I have the receipts!' on the paper in the driver's area
Rear view of a dark Range Rover Sport on a city street; license plate reads NUDE, reflections of trees on the rear window.
Black SUV with large white graffiti spray-painted across its side on the street.

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