#LETGIRLSBEGIRLS
An initiative against child sexualization by Covergirl Australia.
An experiment where we let little girls to became the make-up artists behind famous TV anchors for one day.
The result was, as it should be, a total mess.
CHILD SEXUALIZATION
The PR film became a brand statement against the early use of its own products on children.
PR
PR
The campaign sparked a conversation about the issue but also helped Covergitl to get a positive perception, in a category where brands are usually perceived as frivolous.
AWARDS>
Cannes - SHORTLIST - PR / Grey Argentina - Grey Australia / 2016
Cannes - SHORTLIST - Direct / Grey Argentina - Grey Australia / 2016
Cannes - SHORTLIST - Enterteinment / Grey Argentina - Grey Australia / 2016
Argentine Creative Circle - SILVER - PR / Grey Argentina - Grey Australia / 2016
Argentine Creative Circle - BRONZE - Ambient / Grey Argentina - Grey Australia / 2016
Argentine Creative Circle - BRONZE - Interactive / Grey Argentina - Grey Australia / 2016