Tell us about your role in the creation of this work.
I had the honor of putting together an all star, all-female team--from strategists to planners--that pitched, won and executed the campaign.
Give us an overview of the campaign, what is it about and when was it released?
We launched in New York with a teaser campaign that declared the death of minimalism
The campaign launched with posters that had provocative headlines, which included “Minimalism is dead," “There’s no such thing as too much," or “You say extra as it’s a bad thing." We knew we had struck a chord as thousands of people posted selfies in front of our posters.
For the launch, we pushed our work even further, championing all bold, powerful, confident women who know exactly what they want and demand to be treated accordingly. We celebrated being high-maintenance and went against the minimalist trend dominating the beauty industry with provocative photography by world-renowned Tony Kelly.
Besides a Cannes grand prix, what would you like to win for your campaign?
I’d love to get awarded in Print and Outdoor. These categories are often won by small, tactical pieces of work. I’d love to see a big campaign win big here. A campaign that launched a brand, that took over a city, and that put a new brand among the top five best selling brands online.
It is the second year of the new “Cannes Lions”. What are your thoughts on this? Is it now easier or harder to win a Lion?
I like the new rules. I feel everybody was gaming the festival, and single pieces of work were collecting 20 Lions in one sweep. I look forward to even more improvements from the show.
What would a Lion represent for this campaign, your agency and yourself?
For this campaign, it would represent a well-deserved pat on the back on the amazing team that created the campaign, and that worked incredibly hard to create work that broke all beauty marketing standards. For the agency, the recognition that we’re on the right path, that we’re consistently making work that raises our own bar each and every time.
What about this work do you think will make it stand out to the jury?
That it took on the dominating trend in the beauty industry, and really moved the needle for the brand and more importantly, that we manage to create great, bold, unapologetic work in support of bold unapologetic women.
Where do you see this campaign going in the future?
The team is working to double down on where we started. To push the limits even further, to take even more risks, and ultimately to tackle deeper and more important issues facing women beyond just makeup.
