Maybelline New York: No Maybes
For decades, Maybelline's advertising was focused on products. They hadn't said much about their brand. And since 1991, their tagline had been: "Maybe she's born with it. Maybe it's Maybelline."
Our digitally-led campaign featuring Gigi Hadid and Ruby Rose of "Orange is the New Black" turned both upside down, with an empowering, brand-focused message that put supermodels alongside super women.
The results: an increase of 23% in brand favorability, nearly 5M views on YouTube--and a trip to Ad Age's viral chart.