SheaMoisture has just unveiled a brand campaign that proudly celebrates the beauty and resilience of Black women–one of the brands key consumer bases.
SheaMoisture has unveiled a brand campaign that heralds the beauty and resilience of Black women, one of the brand’s key consumer bases. “It Comes Naturally” is a forward-looking celebration of Black female culture and identity. Featured is the work of six Black female artists–Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega–who were commissioned to create a distinctive campaign, portrayed in rich illustrations, that brings to life the stories, legacy, and heritage carried by Black women through the generations.
The campaign was brought to life in partnership with a collaborative creative agency team across BBDO NY and polycultural marketing firm, JOY Collective. It is the first brand work to come from this team since winning SheaMoisture in early 2020. The work was created by a dynamic team of Black and multicultural writers, artists, editors, and music composers
The work amplifies the brand’s pledge whereby every single purchase generates proceeds to be directly invested in Black women entrepreneurs.
Credits
Client SheaMoisture Co-Creative Agency JOY Collective Kelli Richardson Lawson, CEO; Orlena Nwokah Blanchard, president & COO; Melanie Moore, creative director; Caralene Robinson, executive producer; Camille Blanchard, SVP, strategy & client services; Ashley Grayson, VP of marketing; Bryna Jean-Marie, copywriter; Henry Jones, digital developer; Rachel Harris-Evans, UX strategy & design; Jessica Taveras, graphic designer. Co-Creative Agency BBDO New York David Lubars, worldwide chief creative officer; Daniela Vojta, Susan Young, executive creative directors; Oyinda Oluwa, copywriter; Melanie Coyne, Amy Cruz, designers; Melissa Tifrere, executive producer; Tatiana Lanier, production manager; Kristin Tolbert, plannning director; Kamillah Collins, jr. planner; Naja Bomani, design strategist. Art Bisa Butler, Reyna Noriega, Linda Mawala, Rachelle Baker, Alexis Eke, Monica Ahanonu Animation Company BUCK Orion Tait, executive creative director; Thomas Schmid, group creative director; Debora Cruchon, art director; Joe Nash, exec producer; Kitty Dillard, head of production; Jess Pierik, producer; Debora Cruchon, storyboard & design, Thea Glad, Mercy Lomelin, storyboard; John Karian, sr. 3D lead; Chris Ribar, lighting/composite lead & look development/lighting; Filipe Machado, Bryan Eck, 3D modeling; Ernesto Ruiz Velasco, rigging; Ylli Orana, Shane O’Hara, Joy Tien, John Karian, look development/lighting; John Karian, Kevin Nguyen, Anton Tokar, 3D animation; Mercy Lomelin, sr. animation lead, 2D animation, cel animation; Vero Gomez, 2D animation; Lizzi Akana, Pilar Garcia-Fernandezsesma, Thea Glad, cel animation; Delainey Cummins, Nicole Pappas, animation interns. Music Big Sync Music Music Title SheaMoisture “It Comes Naturally”; Crystal Caines, composer; Alex Menck, music supervisor; Breanna McFarlane, music coordinator. Audio Sonic Union David Papa, mix engineer; Justine Cortale, studio director. Voiceover Mia Bankston, voiceover artist.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
