For the first time in COVERGIRL’s history, they chose
a male to be their brand ambassador:
the makeup artist James Charles.
The story started with an Instagram post and immediately went viral, getting the attention of all the major media outlets in the U.S. In just a few hours, it became a global story.
The campaign continued with TV spots, print ads
and Youtube makeup tutorials, all featuring
James Charles as the face of COVERGIRL.
Client
COVERGIRL
COVERGIRL
Brief
Coverboy
Coverboy
Agency
Grey New York
Grey New York
Cannes - Shortlist Promo & Activation
D&AD - Wood Pencil
One Show - Bronze Public Relations
Credits
GCD: João Coutinho
GCD: Marco Pupo
Creatives: Jen Andrews, Jeannie Chung, Emma Hsu
ECD: Alice Ericsson
CCO: Andreas Dahlqvist
GCD: Marco Pupo
Creatives: Jen Andrews, Jeannie Chung, Emma Hsu
ECD: Alice Ericsson
CCO: Andreas Dahlqvist