The 2009 Jay Chiat Awards for Strategic Excellence Winners

Idea for New Product or Content—Silver:
Anomaly, New York
"Lauren Luke"

Lauren Luke is a 27-year-old single mom from England who has become a poster child for the contemporary Millennial mindset and the entrepreneurial power of "New Media." By broadcasting her inspirational makeup tutorials from her bedroom, Lauren has attracted millions of adoring fans across the globe. In the last 13 months, simply from creating her videos, chatting with thousands of her Facebook friends and twittering nonstop, Lauren has become the UK's #1 YouTube channel with over 43 million views and 215,000 subscribers in 70 countries.

Lauren's popularity has even been the subject of a BBC documentary, been interviewed by CBS, Vanity Fair, Elle, Radio 1 and even met the Queen!

YouTube founder Chad Hurley said, "It's great to see someone using YouTube to change not only their own, but also other people's lives. We've been a big supporter of Lauren since the beginning and we're delighted for her."

Allure Editor-in-Chief Linda Wells said, "It's that voice of every woman looking in the mirror and fantasizing what they can do with makeup."

This is the story of how we helped Lauren's beauty fantasy turn into a viable business, making her an inspirational figure to young women all over the world.

Download the Paper

Next: "Band-Aid by Alexandre Herchocovitch—Reinventing One of the World's Greatest Product Inventions"