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
Related work
CoverGirl: America Ferrera retraces her Latina roots in ad for CoverGirl
CoverGirl: CoverGirl muscles up in mascara ad starring Massy Arias
CoverGirl: Issa Rae and Katy Perry Are Among CoverGirl's Diverse Crew of Real-Life Models in Relaunch Campaign
