The campaign, entitled “NY MADE ME,” pays tribute to New York and the special connection between New Yorkers and the city that never sleeps.
#NYMADEME will serve as a starting point for a multitude of stories that will progressively unfold via an unprecedented 360 campaign, including a TV segment, billboard advertising, digital films and a digital activation. It will be rolled out over the course of 1 year, with the goal of building up the product reputation, reach, and drive-to-store, and will be supported by a major media buy.
The campaign is embodied by New York-based top model Grace Hartzel, as well as ambassadors Gala Gonzalez, Justine Skye, Courtney Trop and Margaret Zhang. It was first revealed in the US in July prior to being distributed worldwide, including on the social media platforms of its muses, who will unveil exclusive content via their channels.
This first collaboration with Estée Lauder Group is part of Mazarine’s New York expansion.
Other ongoing projects between the agency and the brand will be released in 2018 and 2019.