MUSE Gold

United States

2021

BIRL 2.0

Entrant Company

Standard Black

Category

Strategic Program

Client's Name

CVS

Sub-Category

Comm / Marketing Campaign

Beauty is as dynamic as the world around us. Wanting to resonate with today’s beauty fans, we were challenged to make CVS the go-to destination for new, effective, and real beauty and wellness. We created a new brand spot that put CVS at the center of beauty by depicting a world where beauty is more authentic, truthful, and unaltered all while being aware of our new socially distanced and stay-at-home lives. In short, we call it Beauty in Real life. While other brands and agencies pumped out user-generated, stock footage, emotionally heightened montages we challenged ourselves to make the nearly impossible: a campaign that captured all the real joy beauty can bring featuring multiple people in multiple locations who all approach beauty their own way but shot and produced entirely remotely while not feeling like another COVID-era spot. To get real we thought, what could be better than real people shooting themselves with their iPhones, in their own spaces, with their own clothes, furniture, dogs, and roommates doing their own makeup? Our cast of 14 captured themselves having fun with their beauty routines at home, primping before mirrors, exercising, and running through hallways. With a mix of playful shot angles, clever scene transitions, and an upbeat vibe, the spot feels as if it were made before the coronavirus halted film production and brought some joy and upbeat energy back into the world. The campaign shifted what stay-at-home and socially distanced beauty could be while making CVS the digital and IRL destination to get the newest COVID-friendly looks while not worrying about their budgets.

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