Caroline Hurwitz

The CVS Beauty Mark lets customers see the difference between authentic and digitally altered photos of models. The initiative aimed to set a new standard of beauty, one that’s real, transparent, and helps promote a healthier self-image for the next generation.

Instagram and Twitter users were encouraged to share a selfie for a chance to have it featured on a Times Square digital billboard. Mine went live and ran in the rotation for 48 hours.

Move over, Lion King. ;-)

• Winner of a Shorty Award

• Gold Clio Award

• 3.6 billion earned impressions

• 15.1 million total shared content reach

• 0% negative sentiment on social

• 80% of consumers have a more positive impression of brand’s beauty offering after hearing about this initiative

• More than 50% of aware consumers say they will shop with us more often

• 1.7k total earned placements including TODAY, The New York Times, Fast Company, Ad Age, Women’s Wear Daily and Reuters

• 104 million total #BeautyUnaltered impressions

• Named Mass Market Retailer of the Year by WWD Beauty Inc Awards

• Named a leading innovator in beauty by Fast Company

• 11 major beauty brands, including Almay, Maybelline, Burt’s Bees and L’Oreal Paris, committed to being transparent in their marketing

• Average daily sales were up following the announcement

Turn ordinary hardware store items into amazing gifts, online and in-store.

Pit common household items against each other, bracket-style.

Broadcast spot for the Life's Bank campaign.

Billboard promoting a new branch in Boston’s South End

Poster

Poster

Landing page

Web Banner

Email

Direct Mail

OOH ads promoting flu shots at CVS, timed to the day Today Show hosts received their flu shots from CVS pharmacists live on the show.

Headline: The flu loves a crowd. Get a flu shot at CVS.

Headline: New Yorkers are tough. But so is the flu.
Get a flu shot at CVS.

Headline: We love New York. (But so does the flu.)
Get a flu shot at CVS.

Headline: It’s New York. Not Flu York.
Get a flu shot at CVS.

Finalist in the “Barcelona Make an Ad Video Competition,” sponsored by MoFilm Productions. The video was selected and purchased by Yoplait.

Finalist in the "Barcelona Make an Ad Video Competition" sponsored by MoFilm productions.

Voice-over: Me

Tagline: Makes women strong

Tagline: Makes women strong

Tagline: Makes women strong

Headline: Plenty of space for his golf clubs, your beach umbrella and the good grandkid.

The RV Association

Keep moving.

Headline on left: Join a social networking site that predates computers.

Headline on right: Call it a vacation even though you’re always home.

The RV Association

Keep moving.

The NBA All-Star game falls on February 14th. That could pose a slight problem for men.

The idea: Valentine's Day card inserts in sports magazines.

Front of card: I love you so much, I’d propose all over again.

Inside: But do you mind if I do that tomorrow?

Happy Valentine’s Day

(your name here)

Back of all cards:

NBA All-Star Weekend
February 14th on TNT
PREPARE ACCORDINGLY.

Front of card: My dearest sweetheart, you are my sun, my moon, my stars, my sky.

Inside: And although we’ll be apart, I can’t wait for our dinner on the 15th.

Happy Valentine’s Day

(your name here)

Back of all cards:

NBA All-Star Weekend
February 14th on TNT
PREPARE ACCORDINGLY.

Front of card: I went to the doctor this morning and my heart thumped, love you - love you - love you…

Inside: Tomorrow will be no different. (When I’ll be able to tell you.)

Happy Valentine’s Day

(your name here)

Back of all cards:

NBA All-Star Weekend
February 14th on TNT
PREPARE ACCORDINGLY.