Ulta Beauty has launched the “Where Our Dreams Begin” campaign. Created by McCann New York, the new campaign continues to reinforce Ulta Beauty’s brand purpose to bring possibilities to life through the power of beauty with an exploration of the role beauty plays in our lives.
“Where Our Dreams Begin,” is a refreshing nod to the enduring powers of beauty: togetherness, self-care and self-expression. Directed by Malik Hassan Sayeed of production house Little Minx, this centerpiece spot shines a light on our vital need for hope and dreams as we all navigate these challenging times. It is a celebration of optimism, togetherness, new beginnings. A custom arrangement of the song, “This is Where Our Dreams Begin,” has been recorded both in English by up-and-coming artist, Esabalu, and in Spanish by Ella Bric.
The campaign will run through fall 2020 and into 2021 on broadcast, social and digital.
Credits
Client Ulta Beauty Agency McCann NY Kathleen O’Brien, EVP, executive creative director; Gabrielle Shirdan, VP, creative director; Ruth Boulter, Jen Andrews, creative directors; Diana Tantillo, Emma Kasarsky, art directors; Wykella Patrick, copywriter; Danielle Korn, EVP, head of talent partnerships; Eric Johnson, SVP, executive integrated music producer; Debbie Dunlap, SVP, executive integrated producer; Jory Sutton, integrated producer; Dan Gross, integrated music producer; Deb Freeman, SVP, group strategy director; Jordan Berger, strategy director; Jacklyn Baillergeon, sr. strategist; Mads Murphy, associate social strategist. Production Company Little Minx Malik Hassan Sayeed, director/DP; Rhea Scott, president; Helen Hollien, exec producer; Natalie Hill, line producer; Aaron Bradlay production manager; Camil Michaelczuk; George Nessis, 1st AD; Quito Cooksey, production designer; Dimitris Giannoudis, Lottie and Tsippora, hair/make-up; Arianne Phillips, wardrobe stylist; Charchi Stinson, location manager. Editorial Cut+Run Eric Argiro, editor; Lauren Hertzberg, managing director; Ellese Shell, exec producer; Hope DuHaime, producer. Music “This is Where our Dreams Begin,” performed by Esabalu in English and Ella Bric in Spanish. Sound Design/Mixing Sonic Union Joe O'Connell, sound designer/engineer; Carolyn Mandlavitz, producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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