Signature Selfies
COVERGIRL became the first major beauty brand to be Leaping Bunny Certified by Cruelty Free International. As part of the wider campaign, we set out to involve the 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 activation where the audience could pledge support for a cruelty-free industry just by signing their selfies. It was an entirely new form of activism.
Visit COVERGIRLSignatureSelfies.com on mobile, 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 appeared in an online gallery and on COVERGIRL's Times Square billboard, publicly calling all big beauty brands to follow COVERGIRL's lead in becoming certified cruelty-free.
Credits · Droga5
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