COVERGIRL Signature Selfies

COVERGIRLSignatureSelfies.com
COVERGIRLSignatureSelfies.com/gallery

COVERGIRL is proud to lead the beauty industry forward, by becoming the first major brand to be Leaping Bunny Certified by Cruelty Free International. As part of our wider campaign, we wanted to involve our audience in this industry step-change, and create a consumer movement in support of a Cruelty Free industry.

So we created Signature Selfies: a social media focused activation where our audience can pledge their support for a Cruelty Free industry, just by signing their selfies. It’s an entirely new form of activism.

All you need to do is visit COVERGIRLSignatureSelfies.com on your mobile device. Then take a selfie, sign your name, and post to your story.. As well as being added to the list of signatures supporting a Cruelty Free industry, Signature Selfies also appeared in an online gallery and COVERGIRL’s Times Square billboard, thereby publicly calling all big beauty brands to follow COVERGIRL's lead in becoming certified Cruelty Free.

Role // Lead Interactive Producer

PRESS
- Adage
- Live Kindly
- Vegan Insight
- DrugStoreNews

Credits

Creative Director: Karen Short, Casey Rand
Copywriter: Henry Kember
Art Director: Gemma Slack
Design: Alison Lee, Mark Yoon
XD: Craig Wong
Interactive Production: Nicole Bazzinotti, Emily Blumhardt, Bo Djogo
Business Affairs: Kiki Powell
Strategy: Michael Pignone, Cecelia Diaz
Account Management: Holly Sloofman, Patrick Glaser, Chris Headley
Project Management: Tessa Muchura
Development Production Partner: Pet Gorilla
Production Partner: Second Child