People’s Choice Awards integration

The brief:
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.

The idea:
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.

The work:
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.

The award:
2014 Silver Effie