Drag, big hair, and a Dyson on the line.

The brief.

YSS sponsored MFO 2025 — O&M's flagship industry event. The focus we set ourselves: bring something the room wouldn't expect. So we chose drag, with big hair.

A competition ran the length of the day. We walked the floor taking 600 polaroids of guests with the queens, every shot framed in the sponsor card. The mechanic underneath was the real showcase: every attendee downloaded our competition card, managed by hairclubs.app, and at the end of the day the best polaroid won a pair of headphones and a Dyson — the winner told by push notification.

One activation doing two jobs: a sponsorship people queued to be photographed with, and a live demonstration of the versatility of hairclubs.app, running a real competition in the wild.