My role: Campaign concept, art direction, and design.
The Ask: Earned-centric activation ideas that drive talkability of Pure Leaf Sparkling.
The Approach: Tap into where the art of sparkling is “bubbling” up in culture.
Cultural Context: As a culture, we’ve never been more obsessed with sparkle. Why? BEacuse when the world around us is dreary, we need to find our own ways to shine. Anything sparkling is how we say no to letting the world bum us out, and yes to the little joys.
Pure Leaf x Huda Beauty
Makeup has been transformed in recent years. With the rise of YouTube and social media, everyone can achieve the latest trends. The trend of the moment? Sparkling makeup. It’s a form of self expression that allows our consumer to say no to boring, and yes to sparkles. Like Pure Leaf Sparkling, it’s one of the simple joys we can give ourselves everyday.
Let’s launch a Sparkling inspired palette collab with Huda Beauty . These one of a kind palettes will be available for purchase via exclusives drops on social.
ALT PARTNERS: GlamSquad | Glossier | Rare Beauty | Urban Decay | Ilia | Fenty Baauty | Kosas
These days women are treating themselves. Whether it’s in small ways, like drinking Pure Leaf Sparkling, or big ways, like investing in that diamond necklace they’ve always wanted – women are done waiting for someone else to celebrate their sparkle.
Let’s give women a chance to max out their sparkle with an inspired (and sparkly) giveaway. We’ll collaborate with a jeweler like Mejuri to craft a showpiece of unbelievable, glittering jewelry inspired by our sparkling flavors. We’ll document the creation of our extravagant piece, set against the crafting of our sparkling line, in a film designed to stop thumbs on social.
When our sparkling showpiece is complete, we’ll tour it to key cities where we’ll host viewings alongside hors d'oeuvres and flutes of Pure Leaf Sparkling where women can enter to win the stunning item. Ultimately, 10 lucky woman from different cities across the US will take home a sparkling jewel crafted as carefully as our very own Pure Leaf Sparkling.
And for those who don’t win, we’ll release a line of more casual, everyday looks available for purchase at the events and on our partner’s website for a limited time.
ALT PARTNERS: Gorjana | Missoma | BaubleBar
