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THE WORK | VICE MEDIA, VIRTUE Urban Decay ‘Sparkle Out Loud’ PRIDE Campaign
THE CHANNELS | Video (;60, :30, :15, :06s in 1:1, 9:16, 16:9), Outdoor, In Store Marketing, Social, Creative Toolkit
MY ROLE | Group Creative Director - Responsible for copy, conceptualizing, directing, and management of core + external teams.
Core Team:
Account Director: Becca Bain
Strategy: Cole Thomas
THE APPROACH | For the global launch of their Heavy Metal Glitter Collection, we partnered with Urban Decay and created Sparkle Out Loud, a product campaign that celebrates the community that’s defined glitter for generations. In honor of World Pride and the 50th anniversary of the Stonewall riots, 25% of all proceeds from Urban Decay’s Stonewall shade will benefit The Stonewall Foundation, an organization that strengthens the LGBTQ movement through grant-making and scholarship programs.
As brand built on the ethos of ‘makeup for girls and boys,’ since their creation in 1996, we wanted to celebrate and accurately represent the beauty and chaos of PRIDE to support the launch without exploiting the LBBTQ community. For this reason, we utilized street casting for the campaign and recreated a PRIDE celebration from a fly on the wall POV where the product takes a secondary role to the cast and party.
THE RESULTS | Overall, the campaign increased brand awareness, with high social buzz and engagement, drove traffic and created a halo affect for all glitter products within the Urban Decay assortment.
Results by the numbers:
Over 1B social impressions globally
#2 top performing video YTD on Instagram with 1.5M video organic views
#3 top performing video YTD on YouTube with 682k organic views
Garnered 30 press stories with 233.7M PR impressions with placements in Allure, Refinery29, US Weekly and more