MAKE GLAMOUR HAPPEN
Getting Under the Skin of Glamour
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
More
Tommee Tippee The Boob LifeInstagram, PR
Meta Queens of the MetaverseInstagram, AR + VR, Influencer, Talent, PR
Burberry Love the Spoken WordBrand Film, Talent, Editorial
Bloomberg Art + TechnologyYoutube, Editorial
Netflix Ada TwistYoutube, Editorial
Logitech Worklife UpgradedTikTok, Instagram, Facebook, Influencer, Advertising
Gousto DNA DishesInstagram, Talent, PR
Speedo Swim StoriesInstagram, Editorial
Rimowa Every Dent Tells a StoryBrand Photography, Editorial
You Don't Own MeCommission
UN Women Draw the LineCampaign
Dove Hair TalkEditorial, Photography, Design
Vodafone Brand IdentityBrand Identity
Popeyes Make it PopInstagram, PR
Google The History of UsSocial
Mayor of London Air PollutionAdvertising, Stunt
vitaminwater Shine Bright StudioExperiential, Film, Influencer, Social
UBS Are You Investing in What Matters to You?Editorial, Design, Advertising, Instagram, Facebook
Mulberry Audience AnalysisStrategy Report
Hope Not Hate Brand Identity and Website RelaunchBrand Identity
Ophir GinInstagram, PR
Nordic BalanceBrand strategy, Identity, Design, Photography
Mercedes-Benz CLA StorySocial, Talent, Influencer
Skyscanner Through the Eyes of a ChildTV, Advertising, Integrated, Digital
Unilever Walls Ice Cream Share HappyAR, Social
WIP
Get Work in Progress (WIP) to your inbox, a weekly download of culture, art + AI
Work
Select clients
Select studios
- AKQA
- Grey
- Leo Burnett
- Manifest
- Ogilvy
- Publicis Sapient
- The New York Times
- We Are Social
Thoughts
Tools
- Live Customer Persona coming soon
- Better Describe for Midjourney coming soon
Testimonials
Dream to work with
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.
Lucy Witts
A great inspiration
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.
Mandy Chan
A valuable mentor for me
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.
Fernando Lobina
A true inspiration
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.
Amber Howe
I’d jump at the chance to work with him again
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.
Eleanor Nugent
Genuine creative talent
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!
Maggie Lonergan
A rare breed
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.
Hitesh Supeda
An inspiring professional
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
Sara Simoncini
Visionary and out of the box
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.
Pawan Udernani
His greatest forte is to contantly question key fundamentals of what’s being delivered
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.
Daisoo Lee
Innovative ideas
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.
Shailesh Sreedharan
© Untitled Media Group Ltd 2024