MISSION:
IL MAKIAGE's launch campaign focused on embracing IL MAKIAGE’s maximalist identity. Create the follow-up campaign to IL MAKIAGE’s “100% high maintenance” launch campaign.
UNLOCKED INSIGHT:
Makeup enthusiasts, who take hours to put on their makeup & are unapologetic for their "high-maintenance" style consider their makeup looks like works of art.
GAME PLAN:
Position IL MAKIAGE as the tool that can help people with a bold, unapologetic style achieve the goal of creating a literal work of art with their makeup looks. "Be the Canvas" is for those who know makeup is an art form, for casual and special occasions that call for a masterpiece look.
Manifesto
Print Ads
IL MAKIAGE needed a fresh touch-up where people are reminded that this is the perfect makeup brand for maximalists, people who go far and beyond for that great look.
BONUS ROUND:
PR Tactic
IL MAKIAGE will have makeup artists in the Met museum where people can get their makeup to look like works the artworks of a selected area. For instance, if the makeup artist is in the Egyptian art room, you will receive an Egyptian artwork makeup look.
Social
Following the Met Museum PR tactic, we will use the photos of makeup enthusiasts' that have been shared using the hashtags. We will feature those photos through IL MAKIAGE's social media.
This project earned the player the Young Ones 2019 Merit Winner and ADC Bronze Cube Winner achievements.
CREDITS:
Art Direction - Diana Arutyunyan, Yimin Wu, Kenneth Medina
Copywriting - Jason Stefanik
Professor/Creative Direction - Jason Stefanik, Andy Currie
Creative/General Assist - John Holliday-Stewart, Mohamed Amribet, David Puccio
