CoverGirl lets you support cruelty-free cosmetics with a selfie
Campaign by Droga5 includes images on the brand's Times Square Billboard
Editor's Pick
CoverGirl is turning the ubiquitous selfie into a form of activism in its latest campaign. It marks being the first major brand to be Leaping Bunny-certified by Cruelty Free International by inviting its customers to show their support for cruelty-free cosmetics through selfies.
The "Signature Selfie" campaign, devised by Droga5, asks the audience to sign their selfies to pledge their support for a Cruelty Free industry.
To take part, users need to visit a website to begin the process. After taking the selfie, they sign their name and post to social with the hashtag #CovergirlCrueltyFree. Their names will be added to the list of signatures supporting a Cruelty Free industry, and their Signature Selfies will appear in an online gallery and on Covergirl's Times Square billboard.
Credits
- Date
- Feb 28, 2019
- Client:
- CoverGirl
- Agency:
- Droga5-New York
- Creative Chairman:
- David Droga
- Chief Creative Officer:
- Neil Heymann
- Executive Creative Director:
- Alexander Nowak
- Executive Creative Director:
- Casey Rand
- Executive Creative Director:
- Karen Land Short
- Executive Creative Director:
- Henry Kember
- Art Director:
- Gemma Slack
- Associate Creative Director:
- Michael Kleinman
- Designer:
- Alison Lee
- Group Experience Design Director :
- Craig Wong
- Chief Creation Officer:
- Sally-Ann Dale
- Director of Film Production:
- Jesse Brihn
- Director of Business Affairs:
- Jocelyn Howard
- Senior Business Affairs Manager:
- Kiki Powell
- Executive Producer, Experiential:
- Bo Djogo
- Senior Producer, Interactive :
- Nicole Bazzinotti
- Associate Producer, Interactive :
- Emily Blumhardt
- Global Chief Strategy Officer:
- Jonny Bauer
- Head of Strategy:
- Harry Roman-Torres
- Group Strategy Director:
- Will Davie
- Strategy Director:
- Cecilia Diaz
- Junior Strategist:
- Julie Lubbers
- Head of Communications Strategy:
- Dean Challis
- Communications Strategy Director:
- Michael Pignone
- Group Account Director:
- Courtney Russell
- Account Director:
- Holly Sloofman
- Account Manager:
- Patrick Glaser
- Associate Account Manager:
- Chris Headley
- Senior Project Manager:
- Tessa Muchura
- Vice President, Global Marketing :
- Erika Woods
- Senior Brand Manager, Global Marketing:
- Terri Lin
- Senior Director, US Marketing :
- Randi Melton
- Brand Manager, US Marketing :
- Emmanuel Bou
- Production Company:
- Second Child
- Managing Director:
- Scott Chinn
- Senior Post Producer:
- Francess Tom-Sahr
- Animator:
- Carly Gussert
- Graphics Manager:
- Virginia Vargas
- Senior Production Artist:
- Donald Ong
- Quality Control Specialist:
- Hoyu Yiu
- Interactive Production Company:
- Pet Gorilla
- Technical Director:
- Todd Lekan
- Developer:
- Daniel Lewis
- Executive Producer:
- Dominic Bernacchi
Need a credit fix? Contact the Creativity Editors
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