In pictures: Inkling activates Benefit product launch with The Heist

Benefit Cosmetics tasked creative marketing agency Inkling to produce an activation around the launch of the brand's They're Real push-up eye liner.


The Heist activation launched last month (28 June) in London’s Covent Garden, and has already taken place in Cardiff. This week it will be visiting Birmingham (12-13 July), followed by Manchester (19-20 July) and Glasgow (26-27 July).

The experience consists of a branded, 20-foot container, featuring a laser-beam game in which participants must move through the challenge without breaking a laser and triggering an alarm. If they avoid the obstacles, they will be able to win a full-size They’re Real push-up eye liner.

Will Parkinson, managing director at Inkling, said: "The Heist really encapsulates Benefit’s tone of voice and is a great consumer engagement tool – we’ve had hundreds of people through the experience already and it has built a huge amount of awareness for the liner, contributing towards the incredible success of the launch so far."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now


Our new premium service offering bespoke monitoring reports for your company.

Find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now