Noelle, a makeup brushes brand is positioned as a challenger in the beauty category. This brand’s purpose is not to help make beautiful and meet the standards imposed by our surrounding but to serve as a tool to highlight our true selves, the way we want to be.
Whether we like it or not, social media plays a large role in our everyday lives. With the advent of Facebook, Twitter, Instagram, and other social media sites, the younger generation has grown up with digital communication, immediate and vast reach, and constant social influence.
Cyberbullying seems like the natural social progression.
For the brand such as Noelle that values authenticity in its true form, they won’t turn back on the problem that is in some way connected to the beauty industry.
The brand recognized it as extremely destructive and harmful behaviour. This can even lead to suicide for the person being bullied.
By using its channels, Noelle launched a campaign to raise awareness of this increasing issue and to encourage the victims to come out knowing there is someone who will support them.
To make people confront the reality the victims of bullying face on everyday basis and to see what it looks like, the campaign focused on the comments by social media users. The campaign was endorsed by influencers who shared their experiences in their testimonials.
Noelle identified its brand position with the genuinely humanistic purpose, and in its campaign, in parallel, explored the extent to which the society enables us to be what we truly are by taking up a clear and unwavering stance against bullying.
― brand Noelle, client Noelle, y 2020-2021
― communication & creative concept: Jelena Babić, Jelen&Jelen for Bad Drummer
― art direction & design: Mirna Ptiček, for Bad Drummer
― campaign execution: Noelle