Get It Off Your Chest Activation

With the goal of making an impact during the notorious cough and cold season, Eat It Up Media partnered with BAM Strategy to showcase how Mucinex gets mucus “off your chest” with an interactive activation in the heart of Toronto’s Eaton Centre during the height of holiday shopping.

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Participants were invited to enter a 20’x20’ installation where they first wrote what they wanted to get off their chests on a mural, then put on protective gear, reached into a slime-filled bucket to grab a paint-filled water balloon, and threw it at the opposite wall to create an exciting, live mural.

The surprising and delightfully slimey campaign consisted of over 400 participants, with upwards of 800 paintballs contributing to the mural.

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