For a cosmetics brand like Maybelline NY – which has no obvious ties to gaming – creating an impactful campaign that makes sense for the brand and feels authentic is no mean feat. Here, Australia’s number one makeup brand found a way to make its initiative feel seamless by anchoring it in its brand mission, ‘give everyone the self-confidence to express their beauty, to play and to make change’. The insight that people suffer from skyrocketing amounts of harassment links to its existing brand platform Maybelline Brave Together, a global mental health programme to destigmatise anxiety and depression. It gives Maybelline’s voice legitimacy and credibility to act in the space, allying with its target audience – who also game.

—Contagious

Campaign of the Week, March 14 2023

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