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To support Skype's new partnership with Toshiba, both brands needed a concept that showcased Skype on Toshiba tablets to Holiday shoppers.

The #SmileStation was our answer. It was situated outside of the Flatiron building in the center of New York featuring a giant screen encased in 6 feet wide Toshiba encore tablet broadcasting a live Skype call between the bustling NYC street and our team of comedians situated in Skype's London studio. The comedians could observe shoppers passing by who looked like they could do with a smile and engaged them by calling them over to the giant tablet for a conversation.