In today's ever-growing McMansion culture, more consumers are choosing to build bigger, rather than better, more style-driven, homes. Not neccesarily a good trend for Floor360, a regional retailer of high-end floor coverings. Madison, Wisconsin-based Shine Advertising called attention to this dilemma with a campaign that focuses on consumers' underlying desire for style and beauty. It features glowing, almost illustrative photography coupled with flowing headlines and hinges on day-in-the-life moments, during which oft-ignored flooring becomes the focal point. Sometimes, beauty is universally noted.