McCann North America
Fri, 04 Feb 2022 08:09:57 GMT
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Poet Jasmine Mans Performs an 'Ode to Black Beauty' for Ulta Beauty's Black History Month Campaign
Powerful manifesto was created in collaboration with McCann
For Black History month, Ulta Beauty wanted to pass the mic to one of its original muses, Jasmine Mans. Jasmine is the voice of the company’s MUSE anthem film and an honouree in MUSE 100.
In the brand's continual support of the muses shaping, influencing and changing the beauty landscape, it teamed up with McCann to give her creative freedom to conceptualise a sequel to its powerful manifesto.
In her own words, she created an 'Ode to Black Beauty', a 1-minute poem dedicated to the beauty of the Black community. In collaboration with McCann, Jasmine and her team of Black creatives shot a social video of her performing the piece. The film will be featured throughout February across various owned and paid channels.
In addition to its collaboration with Jasmine Mans, Ulta Beauty also announced it will invest $50 million to advance its diversity, equity and inclusion efforts – doubling its 2021 commitments. As a part of these 2022 commitments, the leading beauty retailer will invest:
- $25 million in multicultural media platforms, with 10% directly spent with Black and Latine owned media outlets, outpacing media industry benchmarks
- $8.5 million in marketing support for Black-owned, Black-founded and Black-led brands within the company’s assortment, more than doubling last year’s investment to reflect the retailers’ expanded Black-owned assortment
- $5 million investment specific to support BIPOC entrepreneurs with New Voices venture fund, with a focusing on providing access to shelf space, merchandising and marketing support
Agency Credits
Creative: McCann
Kathleen O’Brien: EVP Executive Creative Director
Gabrielle Shirdan: SVP Group Creative Director
Rachel Leibson: SVP Group Creative Director
Ruth Boulter: VP Creative Director
Idara Akpan: Copywriter
Debbie Yoo: Senior Art Director
Maria Useche: Art Director
Isabelle Leon: Junior Copywriter
Tom Murphy: Co Chief Creative Officer
Production and Talent
Jory Sutton: Senior Integrated Producer
Jamie Jou: Business Manager, Music
Camille Dagorn: VP Creative Partnerships
Damien Choy Smith: Senior Director, Celebrity Partnerships
Theresa Maranzano: Business Manager
Krenzy Vergara: Talent Payment Manager
Account and Strategy
Jackie Blum: EVP Executive Account Director
Megan Tierney: VP Account Director
Courtney Marin: Account Director
Natacha Mihigo: Account Executive
Ashley Ren: Assistant Account Executive
Paddy Mangunta: VP Strategy Director
Deb Freeman: SVP Group Strategy Director
Kara Haynesworth: Associate Social Strategy Director
Katy Kawasoe: Social Strategist
Production Partner Credits
Production Company: Umi’s House
Gabriel Herns: Videographer/Director
Aziza Johnson: Production Designer
Zoe Greene: Senior Producer Craft NY
Adam Hirch: SVP Head of Content North America Video Production, Craft
Editorial: Craft NY
Karen Hennegan: VP Director of Craft Edit & Graphics, Broadcast Studio
Priscilla Colon: Senior Producer
Anthony Sarni: Producer
Luke Graziano & Matt Flamm: Editors
Nick MacDonald & Robin M. Buyer: Sound Engineers
Devin Altobello & Andrew Aldridge: Colorists
Ulta Beauty Credits
Dave Kimbell: CEO
Shelley Haus: CMO
Karla Davis: VP Integrated Marketing
Lisa Lu: Director, Integrated Marketing
Jennifer Rudolf: Associate Manager, Integrated Marketing
Eileen Ziesemer: VP, Public Relations
Genres: People
Categories: Skin care, Beauty & Health
McCann North America, Fri, 04 Feb 2022 08:09:57 GMT
