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Droga5 and CoverGirl Highlight the Power of Self-Expression with #ProjectPDA

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Public Displays of Application challenges the notion that women have to apologise for or hide their makeup choices

Droga5 and CoverGirl Highlight the Power of Self-Expression with #ProjectPDA

Beauty and makeup give people the power of self-expression, but too often messages in popular culture tell people that it’s not okay to enjoy this power. Those who wear makeup often feel judged about where, when, and how much makeup is okay to apply. There’s even signs on subways encouraging people to apply their makeup in the restroom.

This got the CoverGirl team at Droga5 thinking: “Why is there a stigma around applying makeup in public, and is it related to some bigger-picture judgements around wearing makeup, in general?” We’ll watch social media tutorials from behind a screen, for hours on end, but why do we instinctively react that it’s somehow inappropriate for real women to put on makeup out in the open?

A study for CoverGirl undertaken by Ipsos uncovered that…

· More than half of women who wear makeup stated that they would feel uncomfortable doing their makeup in public

· 52% of women who felt judged for their makeup look, stated they felt they have been judged at work

· 74% of women expressed that they feel they need to wear makeup in social settings

· 75% of women noted that they wear makeup for themselves and not for anyone else

In addition, CoverGirl decided to conduct a social experiment. They sent hundreds of people onto the subway and to vanity stations set up outdoors in New York City, asked them to publicly apply their makeup – loud and proud – and then interviewed them about what this act meant, how culture has influenced their choices around makeup and how they express themselves, and what role beauty plays in their lives.

The outcome is a video CoverGirl is launched today, called #ProjectPDA: that is, Public Displays of Application, to spotlight self-expression through makeup, and to challenge the notion that women have to apologise for or hide their makeup choices.

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Client

Advertiser: COVERGIRL

Animation

2D Animator: Michael Yoo

Creative Agency

Creative Agency: Droga5 New York, MMC and Bluegroup

Art Director: Kay Kim, Marybeth Ledesma

Associate Account Manager: Danielle Frank

Associate Producer: Tony Xie

Chief Creation Officer: Sally-Ann Dale

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer

Copywriter: Abe Chuang, Phil Hadad

Creative Chairman: David Droga

Designer: Kayt Brylinsky, Alex Lumain

Director of Film Production: Jesse Brihn, Bryan Litman

Executive Creative Director: Alexander Nowak

Executive Group Director: Brett Edgar

Head of Interactive Production: Niklas Lindstrom

Head of Strategy: Colleen Leddy

Interactive Producer: Alyssa Cashman

Junior Art Director: Paige Whitaker

Junior Copywriter: Emily Berger

Music Supervisor: Ryan Barkan, Mike Ladman

Print Producer: Rose Mahan

Senior Producer: Mike Hasinoff

Social Strategist: Mark Longacre

Strategist: Kimber Bowman

Strategy Director: Nika Rastakhiz, Katy Alonzo

Associate Creative Director: Ariella Gogol, Marie Delpy

Design director: Maria Wan

Digital Production Company

Photography: SprintStep

Production Company

Executive Producer: Tasha Cronin

Music

Composer: Nathan Kil and Joel Simon

Executive Producer: Jeff Fiorello

Mix: Berman Fenelus

Music Production: JSM Music

Offline

Edit Assistant: Berman Fenelus

Edit Company: Second Child

Editor: Carly Gussert

Executive Producer: Scott Chinn

Producer: Brielle Mordant

Genres: Fashion & Beauty

Categories: Makeup, Beauty & Health

Droga5 New York, Mon, 05 Jun 2017 15:06:26 GMT