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Essence – Cruelty Free

  • Client: Essence Cosmetics
  • Category: Social Media Campaigns, Video Campaigns
  • Date: Oct 2021

Essence Cosmetics was relaunching their Cruelty Free messaging in connection with their new CSR policies and focus, and needed a fresh social media video and campaign to bring the Cruelty Free positioning some fresh vibes.

The Challenge

Almost every single makeup brand today claims Cruelty Free. It’s not new territory and isn’t a point of difference as it once was 20 years ago.

But Essence still needed to communicate this under their new CSR brand and policy. The challenge was how to do it in a fresh way, which was also interesting for the Gen Z audience.

The Solution

Kubbco developed the messaging, concept and produced the video assets for the launch of the campaign. We sourced the models, the music and also wrangled the bunnies! Of course using a trained bunny wrangler.

The result is a fun and fresh approach to typically boring communications.

On top of this we developed the “Show your bunny ears” activation element to create an easy-to-do sign of support for the campaign. Internally at Essence, this became a trending icon that was used by everyone including upper management.

Show your support – show us your bunny ears.