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.
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
