PRIDE-LIVE-ACTIVATION CAMPAIGN

NYX Professional Make-up

CHALLENGE: For Pride Week, an omnichannel project aims to breath life into the brand’s core and give it an emotional boost. Diversity, mutual respect, consideration of all people – how can this be implemented in an attention-grabbing, believable way?

APPROACH: A confessor film, planned with various testimonials from the different social media platforms and filmed. With true participation from people living these values who have also experienced instances where these values have not been put into action and observed. A playbook is created with a powerful message, hip content, an edgy cut in post production, and a striking message.

RESULTS: The film does what it aims to do. It goes viral, garners plenty of attention and comments, is shared, is believable, and offers a powerful message.