Cannes Lions

BENEFIT COSMETICS

TRIBAL DDB SAN FRANCISCO / BENEFIT COSMETICS / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

We decided that there was no better way to represent Benefit's unique combination of glamour, variety and fun than with a flamboyantly theatrical, fashion-conscious, variety show-style, film. "Glamouriety" features musical numbers, documentaries, animated shorts, and comedy sketches all working in concert to tell the incredible story of Benefit to employees around the globe. The film premièred in major cinemas in cities such as San Francisco, New York, Paris, London and Seoul. In addition, individual stories within the film were sent out via digital vehicles and shared with loyal fans of the brand.

Outcome

The response was overwhelmingly enthusiastic at the film’s first showing to 250 employees in San Francisco.

“I have never experienced such a unique and wonderful company event.”"A fabulous way to celebrate our brand. It made me proud to be part of Benefit!"“The film demonstrated the history and staying power of our brand.”It was then screened during the Tribeca Film Festival in New York and became the centrepiece of a travelling road show making stops in Shanghai, Seoul, London and Paris. By the end of 2012 it will have been seen by 95% of all employees.

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