CoverGirl lets you support cruelty-free cosmetics with a selfie

Campaign by Droga5 includes images on the brand's Times Square Billboard

Published On
Feb 28, 2019

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

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Industry
Project Type