After committing to ceasing the sale of tobacco products in 2014 (and turning their back on $2B in associated revenue), CVS decided to tackle a more insidious problem: the perpetuation of unrealistic beauty standards. We helped them launch their Beauty Mark campaign, a commitment to using only unretouched photos. The three-day activation included a multi-billboard Times Square launch, a UGC-driven social media blitz, celebrity partnerships, and coverage on the Today Show, and in Ad Age, Glamour, Refinery 29 and elsewhere. The result was over 1 billion total impressions, and a 0% negative sentiment rating on social media.
Clio Awards Gold
Cannes Lions Shortlist
