This Web 'Concealer' Will Hide Your Rough Nights Out

Concept Instanbul Creates Time Capsule-like Instagram Account for Turkish Cosmetics Brand Gratis

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The first few minutes of this video may be painful to watch. Maybe because you know the "Woo Girl" from last night or maybe because you've been there.

Gratis cosmetics store joined forces with Istanbul-based agency, Concept, to erase traces of a night gone wrong online much the same way its Time Balm concealer does on skin. Together, they turned back the hands of (drunken) time(s) with the "Last Night Never Happened" Instagram account. The agency collected bad memories in the making from Instagram photos tagged at nightclubs. It then benevolently concealed the craziest clubbers, tagged and then direct-messaged them to come claim their retouched pics -- as well as their own pot of Time Balm concealer. Where was this when you were in college?

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When girls checked tagged photos on our account they experienced Time Balm effect in Instagram. Because their crazy last night was vanished.
Apr 20, 2014
Concept Istanbul
Creative Director:
Kerem Ozkut
Art Director:
Umut Dizdar
Copy Writer:
Sedat Dundar
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