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Michael CeraVe

Award: Yellow Pencil

Yellow Pencil / Media / Social / 2024

Award: Yellow Pencil

Yellow Pencil / PR / Integrated

Award: Yellow Pencil

Yellow Pencil / PR / Use of Talent & Influencers

Award: Graphite Pencil

Graphite Pencil / Media / Integrated

Award: Graphite Pencil

Graphite Pencil / Digital & Social / Use of Talent & Influencers

Award: Wood Pencil

Wood Pencil / PR / Digital & Social

Award: Shortlist

Shortlist / Film / TV/VOD Commercials 31 - 120 Seconds

Award: Shortlist

Shortlist / Health & Wellbeing / Integrated

Award: Shortlist

Shortlist / Digital & Social / Integrated

Award: Shortlist

Shortlist / Integrated / Large Enterprise

Award: Shortlist

Shortlist / Health & Wellbeing / Film

How did CeraVe – a skincare brand developed by dermatologists – win the Super Bowl? By re-writing the Big Game Playbook. We spread a month-long conspiracy theory: that CeraVe was developed by Michael Cera. 450 influencers made it viral, resulting in 15.4B earned impressions BEFORE the "Perfect" (TODAY) commercial revealed the truth. The #1 SB campaign (Forbes, Adweek, AdAge, GQ) led to +25% sales.