AIGANY FRESH GRAD 2020
2019 Silver Pencil Award in Experiential at The Young Ones
Team Cool Beans
Creative Strategy, Roxie Xiè
Brand Strategy, Lorenzo Lasagna
Art Direction, José Fresán
Copywriting, Melissa Orr
Il Makiage asked for a disruptive campaign to reach a niche population of makeup maximalists—people who’s love for makeup is so fierce that they would rather die than be caught with a natural look. While researching this small but loyal group, we found that:
For Maximalists, make-up is much more than just make-up. It’s even more than a lifestyle—it’s about life itself.
So we created a faux branded product line called The Crisis Collection, to show maximalists just how serious Il Makiage is about supporting their makeup obsession—dead serious.
Out Of Home Ads
The first part of our campaign will roll out with OOH ads introducing the three “products” in The Crisis Collection. Il Makiage asked for a tone that was unapologetic and bold we delivered by giving them life or death survival tools for maintaining makeup. These ads will be posted on Subway billboards around New York City, where Il Makiage is based, and where makeup maximalists thrive.
Ad Teasers
We’ll release short teasers with intriguing clips from our ad via YouTube pre-roll and IG Stories to reach maximalists where they spend time watching make-up tutorials.
Faux PSA Commercial
Once the buzz has gained momentum and people are wondering about the mystery of The Crisis Collection, we will release the center-piece of our campaign—a full-length commercial simulating a Public Service Announcement explaining how The Crisis Collection by Il Makiage helps maximalists prepare for any kind of emergency. The tone of voice on this campaign was risqué, sassy, cool and disruptive which I tried to nail in the copy and the voiceover that I recorded. How’d it sound?
Earned Media
We’re confident that our provocative ad will gain buzz and earned media within the make-up communities and fashion world. In fact, it already did at The One Show. Even after winning our silver pencil, the client found our work so disruptive that it became a topic of controversy at The One Club during Creative Month.