In 2024, Maybelline approached us to create a campaign focused on mental health in collaboration with the NGO Braive. The goal was to break the taboo around mental health and encourage open conversations about how people truly feel. Our challenge was to make this happen among a target audience that finds it hard to open up about these subjects.
Influencer Marketing
Event
MNY:
Zoë Tauran
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Brave
together
SING YOUR TRUTH
We work with an ambassador, making sure the message was widely spread in an authentic way. We chose Zoe Tauran, known for being open about her mental health struggles. Zoe not only became the face of this campaign but also wrote a powerful song, “Laatste Keer Dat Ik Huil,” which speaks to the importance of embracing true feelings. The song inspires listeners to share their own struggles. To ensure the song’s authenticity and organic reach, we released it without initially revealing it was part of our collaboration with Maybelline, allowing Zoe’s fans to connect with it on a personal level first.
Face the
music
To introduce Zoe as the face of our campaign and reveal the song’s connection to Maybelline, we hosted a special event. Influencers were invited to hear Zoe perform the song live, but the event was about much more. In collaboration with mental health experts from Braive, we created a meaningful program that encouraged open conversations. Attendees were invited to share their experiences and listen to one another, fostering a safe, supportive environment. The evening culminated in Zoe’s powerful performance, making the event a heartfelt celebration of vulnerability and connection.
BEHIND THE FEED
To extend the impact of the campaign beyond the song and the event, we partnered with influencers who shared their personal mental health experiences online. This helped raise awareness among the target audience, showing that everyone faces challenges at times. We’re thrilled with how this concept came to life and proud to have delivered the campaign Maybelline was looking for.
REACH
Views: 3 million +
