CoverGirl Is Encouraging Women to Apply Makeup in Public
First Work From Droga5 Addresses a Divisive Issue
Editor's Pick
Whether or not to apply makeup in public is something of a divisive issue. Some people -- female as well as male -- are very judgmental about it, and in New York, there are even subway signs discouraging commuters from putting on their makeup on the train. Yet for many busy women, it's a necessity.
CoverGirl embraces the issue in its first work via Droga5 -- it's encouraging women to defy disapproval and make "Public Displays of Application" or PDAs. The Coty brand conducted a study through Ipsos in which, among other findings, 75% of women noted that they wear makeup for themselves and not for anyone else.
As a result, it sent women onto the subway and to special vanity stations set up outdoors in New York City, asked them to publicly apply their makeup. It then interviewed them about what this act meant, and the result is a film, seen here, launching on social media. It ends by encouraging viewers to share their on #PDAs on social media.
Credits
- Date
- Jun 05, 2017
- Brand :
- CoverGirl
- Client :
- CoverGirl
- Agency :
- Droga5-New York
- Entertainment Company :
- Bluegroup
- PR Company :
- MMC
- Production Company :
- NA Collective
- Chairperson :
- David Droga
- Chief Creative Officer :
- Ted Royer
- Executive Creative Director :
- Alexander Nowak
- Creative Director :
- Ray Smiling
- Associate Creative Director :
- Ariella Gogol
- Associate Creative Director :
- Marie Delpy
- Copywriter :
- Abe Chuang
- Art Director :
- Kay Kim
- Copywriter :
- Phil Hadad
- Art Director :
- Marybeth Ledesma
- Junior Copywriter :
- Emily Berger
- Junior Art Director :
- Paige Whitaker
- Associate Design Director :
- Maria Wan
- Designer :
- Kayt Brylinsky
- Junior Designer :
- Alex Lumain
- Chief Creative Officer :
- Sally-Ann Dale
- Co-Director :
- Jesse Brihn
- Co-Director :
- Bryan Litman
- Senior Producer :
- Mike Hasinoff
- Associate Producer :
- Tony Xie
- Music Supervisor :
- Ryan Barkan
- Music Supervisor :
- Mike Ladman
- Director, Interactive Production :
- Niklas Lindstrom
- Executive Producer, Interactive :
- Tasha Cronin
- Producer, Interactive :
- Alyssa Cashman
- Director, Art Production :
- Cliff Lewis
- Director, Print Services :
- Rob Lugo
- Associate Director, Print Services :
- Riely Clough
- Associate Director, Art Production :
- Bianca Escobar
- Print Producer :
- Rose Mahan
- Global Chief Strategy Officer :
- Jonny Bauer
- Director, Strategy :
- Nika Rastakhiz
- Director, Strategy :
- Katy Alonzo
- Head of Communications Strategy :
- Colleen Leddy
- Communications Strategist :
- Kimber Bowman
- Social Communications Strategist :
- Mark Longacre
- Chief Intelligence Officer :
- Amy Avery
- Data Strategy Director :
- Lily Ng
- Executive Group Director :
- Brett Edgar
- Account Director :
- Lucy Santilli
- Account Manager :
- Sophia Bernard
- Associate Account Manager :
- Danielle Frank
- Group Project Manager :
- Bill Wilson
- Associate Counsel :
- Erica Palaia
- Assistant General Counsel :
- Leigh Checchio
- Senior Integrated Production Business Manager :
- Denise Klapp
- Senior Vice President :
- Ukonwa Ojo
- Director, Global Brand and Digital :
- Erika Woods
- Brand Manager :
- Amanda Jones
- Director, US COVERGIRL, Senior Vice President :
- Amanda Knappman
- Editorial/Post Production :
- Second Child
- Editor :
- Carly Gussert
- Animator :
- Michael Yoo
- Assistant Editor :
- Berman Fenelus
- Executive Producer :
- Scott Chinn
- Producer :
- Brielle Mordant
- Music :
- JSM Music
- Executive Producer :
- Jeff Fiorello
- Composer :
- Nathan Kil
- Composer :
- Joel Simon
- Sound Director :
- Second Child
- Mixer :
- Berman Fenelus
- Photographer :
- Sprint Step
- Graphics Studio :
- Second Child
- Studio Coordinator :
- Virginia Vargas
- Quality Control Manager :
- Lisa Bishai
- Quality Control Specialist :
- Hoyu Yiu
- Quality Control Specialist :
- Susanne Johansson
- Production Artist :
- Don Ong
- Production Artist :
- Michael Silber
Need a credit fix? Contact the Creativity Editors
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