ISSUE
Proactiv had a new MD system with healthier, gentler ingredients. Despite incredibly high awareness, the brand had lost relevancy in recent years, especially with the Gen-Z audience. They tapped CNX and Teen Vogue to help reignite relevance amongst a younger audience, and do it in a way that felt genuinely positive and authentic.
IDEA
Tapping into the skin positivity movement, we set out to stand up to online bullying around skin and turn all the negative sentiments into positive ones. #PaintPositivity came to life as a massive mural in Brooklyn. We sourced negative comments on social and partnered with Brooklyn Artist Alice Mizrachi. Over the course of three weeks, the negative comments morphed into a piece of public art with an undeniably positive message. To unveil the final mural, we brought together thought leaders with Teen Vogue editors and Proactiv ambassador Kendall Jenner for a #SkinPositivity panel and event where the community was invited to paint over the last remaining negative comments.
IMPACT
The mural was highly photographed, and in total, the campaign drove 2.2M engagements.