Fun activation idea from Lowe Roche for the Fuzz Bar Wax Team in Toronto. They hired a male model to walk around the streets with wax strips attached to his body. People could grab a strip and rip it off, in the process giving the chap a full body wax. Each strip had a 25% off coupon printed on it, as well as emoticon faces that differed from painful expressions to smiley faces depending on the pain zone of where the strip was attached. Watch the case study above to see how it all went down.