THE INSIGHT
In 2016 the mainstream media was overloaded with hate and discrimination against the LGBTQ community. So when Covergirl launched a new mascara that loved "all of your lashes equally," we found that existing tension could be an excellent catalyst for a new era of LGBTQ equality in the cosmetics industry. What we didn't know was how much of a spark we created.

THE WORK
The idea was simple. If this mascara treated every lash equally, big, petite, short, fat, long, or skinny, Covergirl, one of the cosmetic industry's most prominent brands in the world, would need give to make a statement just as bold. So they made space for love and acceptance and introduced the world's first-ever Coverboy, 17-year-old James Charles.

The campaign had such an impact that it changed the conversation in mainstream media from hate and discrimination to love and acceptance. It landed over 3.1 billion impressions, further partnerships, and content with James and the newest Covergirl, Zendaya. Still, most importantly, it paved the way for other companies to follow in their footsteps. One week later, Maybelline introduced its first male spokesman. And 5-6 years later, male and trans makeup artists like James Charles, Jeffrey Star, and Nikki Tutorials rule the cosmetic industry.

2017 Bronze Clio for Integrated Campaign
2017 Wood Pencil for Media - Use of PR
2017 Bronze One Show for PR - Brand Voice