Corporations that dedicate marketing budgets to sponsorship opportunities all face the same challenge: how do you ensure recognition and success when you’re one of many? APEX was challenged by hair care brand John Frieda Collection to help it stand out among the 20 sponsors at the Fashion Cares event in support of the AIDS Committee of Toronto. As part of the sponsorship, John Frieda could activate a brand presence on-site, and was given an event site map to help navigate the decision. The “a-ha!” idea came when the team’s eyes fell on the event’s washrooms. What better place to ensure you would reach each and every guest than to dominate the washrooms with brand messages and product trials? In addition to washroom domination, event presence included a pop-up salon, a silent auction and gift bag giveaways.