Challenge
Create a social media campaign for the luxury brand Céline, using a 1-2 minute video to launch the campaign.
Insight
Céline’s audience shine without glaring.
Rationale
Céline’s craftsmanship matches the standards of self-confidence that its audience sets for themselves.
Idea
You Are.
Execution
The campaign launches with a Celine tweet of the video to consumers, luxury magazine editors and well-known beauty bloggers. Additionally, Celine’s philanthropic collaboration helps cultivate strong girls through the Girl Effect. This is the ultimate luxury experience for its audience, to make a change and empower others. The campaign ends with a Gala in which celebrities auction their Celine bags in support of the Girl Effect.