The Estee Lauder Companies' Breast Cancer Awareness Campaign 2014

Role: Creative Director


Challenge: Tasked to create a campaign with storytelling at it’s core and ignite the audience to join the conversation.

Solution: We successfully navigated the digital and social space by amplifying video content and tailoring topics of conversation to connect with the social audience. To engage community conversation, we created a global experience brought to life on BCACampaign.com. Inviting visitors to share their stories, add photos, select video and join the conversation. A live feed of aggregation social media content engages an international audience. The sites translated in 15 languages.

Results: Internationally Recognized Campaign, 770,000+ social engagements, Community Growth rate of 2000%, 15+ Million social impressions, 25,000% increase video views, 2+ Million video views

PLATFORMS: Print, Taxi TV, Billboards, Social Media, Digital Banners, Website, Mobile, Tablet

DELIVERABLES: 27 min. video documentary, seven individual video cut downs, two :15 & :30 sec video cut downs/month, fifteen social media graphic assets/month, fully responsive and multilingual website, responsive ad banners, Internal campaign guidelines, Corporate marketing video

SERVICES UTILIZED: Full service delivery: Planning, design & creative direction, production, digital marketing, analytics, account management

CAPABILITIES UTILIZED: Live action/Production, edit/color/ finishing, design/animation, socialmedia content, development/coding, account management

The following campaign messaging drove all content creation:
"We're Stronger Together, Let's Defeat Breast Cancer"
"Hear Our Stories. Share Yours.".


Campaign video trailer

The campaign launched with an online trailer video. The video portrays the six families photographed for the print collateral.



Case study

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Social media tone & creative assets

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Additional family stories