MAX FACTOR
Facing a category that was being challenged on every social channel, upsetting traditional product messaging Max Factor had to do something differently. Our audience told us outright that beauty brands were out of sync with what it’s like to be a women today. To add to this, Max Factor was facing it's own brand crisis: It wasn’t seen as aspiring, nor was it talked about – and crucially, it had nothing to “wow" in-store. Our task was to reclaim and own “glamour” when glamour was being eroded by modern life.
Our campaign platform #makeglamourhappen started by mobilising our make-up artist network. We asked each artist to define what glamour meant to them, personally. A bold a call to inspire you to find your own glamour.
To authentically re-engage with our audience, we centred activity around the makeup process itself with a pop-up glamour studio – show you how to create glamour regardless. This allowed us to have impromptu shoots as well as more choreographed moments with talent and influencers. More importantly, it gave our audience the chance to have glamour land in the middle of their Saturday morning shopping experience, and re-appraise Max Factor as a "wow" brand.
We actively encouraged women to share #makeglamourhappen on social which in turn helped spread the conversation.
#makeglamourhappen is a truly global social campaign platform that allows markets different levels of effort, running for over 6 months and generating thousands of tweets, shares and engagements. Fans were able to engage and simply enjoy the feeling of being glamorous without any of the associated guilt. It allows all women to choose their own version of glamour and be bold about it without fuss or conceit.
Studio: Leo Burnett Holler / Creative Direction: Chomoi Picho-Owiny
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There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.
I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.
Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.
Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.
Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.
Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!
Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.
Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.
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