COVERGIRL ACTIVATION

#ProjectPDA

In June of 2017, the "I Am What I Make Up" campaign was hinted at with one-off project called #ProjectPDA (public displays of application) that aimed to challenge the stigma of women putting on makeup in public.

To advocate for makeup application in public, we installed mirrors all across New York City and took over the Penninsula Plaza at Madison Square Garden with mirrors, vanities with professional makeup artists. We documented the event and mirror installations with a film that ran across all of CoverGirl's social channels. Several key CoverGirl influencers contributed to the #ProjectPDA film by voicing their support for de stigmatizing makeup application in public and continuing the conversation.

Covergirl

#ProjectPDA

Brand Launch Activation

More than 50% of women feel uncomfortable doing their makeup in public. So, we installed mirrors all over NYC, then brought together over 500 bare-faced women to overcome this stigma, making a statement that makeup is nothing to be ashamed of.

Recognition:

Creativity

Teen Vogue

InStyle

Creatives: Emily Berger, Abe Chuang and Kay Kim

Senior Creatives: Phil Hadid and Marybeth Lesdma

ACDs: Ariella Gogol and Marie Delpy

CD: Shannon Washington

GCD: Ray Smiling

ECD: Alex Nowak

Founder and Creative Chairman: David Droga