the ludlow group blog

Innovation In Advertising: Leo Burnett’s Ad “My Secrets Cosmetics”

Leo Burnett is a global advertising agency that has created some truly fantastic ads. Each of their ads embodies the ever evolving nature of consumers and human beings in general. They do a mixture of print, commercial, ambient and interactive advertisements around the world. They are commissioned by tons of organizations including the Red Cross, the Salvation Army, and the World Wildlife Fund.

“My Secrets Cosmetics” was a campaign launched out the Netherlands in 2010 to bring awareness to their amplified problem of domestic violence. Commissioned by the Netherlands government, Leo Burnett sought to address this issue with a unique approach.

The fake brand, “My Secrets Cosmetics,” sold an array of products made specifically for women who have been abused. Editorials of the brand and their merchandise were featured on the Netherlands’ most popular fashion and beauty blogs that all linked back to the “My Secrets Cosmetics” website.

The website was designed to house an exclusive video with it’s founder and sold an array of merchandise for removing dried blood, covering bruises, and repairing cuts.

When the items were clicked for purchase a screen appeared with the tagline, “Covering up domestic violence is not the solution.” The campaign went viral as it was circulated beyond the Internet to major television news sources.

More Leo Burnett ads:

!

!

Advertisements

About lexieludlowgroup

The Ludlow Group Blog is an advertising blog where you'll find posts on social media, design, marketing, ad campaigns, photography and architecture

Leave a Comment

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

CONNECT

The Bloggers

%d bloggers like this: