People’s Choice Awards integration
Walgreens was losing ground to “masstige” beauty retailers like Ulta and Sephora, and needed to reinvigorate its image as a key (and convenient) beauty destination.
Become the official sponsor of the People’s Choice Awards and create the “Humanitarian of the Year” award, given to Sandra Bullock in Y1 and Ben Affleck in Y2.
Generated copy for case study video, in-store elements, wrote and directed three radio spots starring the world-renowned Tim Gunn, and assisted in concepting on-air segment during the show.
2014 Silver Effie