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.
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