Get 10% off our hottest items: girls under 18. | Integrated Campaign
Neutrogena
Role
Concept/Art Direction
Campaign
Unmask Innocence
01.-
the spark
Over 15% of sex workers are forced into the industry before the age of 12, a fact that their traffickers cover with makeup. As the number one brand of makeup removers, Neutrogena will unmask this problem with a fake fashion line: Àvendre. Àvendre is a deceivingly real brand where people can engage in this market, bring light to the issue, support the nonprofit Girls Educational and Mentoring Services (GEMs) and put an end to underage sex trafficking.
02.-
Neutrogena will promote this campaign by placing fake ads in popular fashion magazines, directing readers to the microsite.
03.-
Social
Neutrogena will leverage sponsored Instagram posts and Instagram Shopping to show the reality of this problem and direct viewers to the microsite.
04.-
Microsite
A microsite will guide users through the gut-wrenching experience of purchasing an underaged minor, with the option to donate to the Girls Educational and Mentoring Services (GEMs) and support the end to underage sex trafficking.
CREATIVE TEAM
Art Direction: Emma Walls, Manuel Garcia Kastleman | Copywriting:
Anne-Sophie Collier,
Kyle Honeycutt | Photography: Manuel Garcia Kastleman
DISCLAIMER
This is student work, and does not reflect Neutrogena in any way.