Make up forms the foundation of new campaign
Meleana Bourke, Belinda Abernethy, Kerre Woodham and Sarah Henry
It was all sparkling eyes and beaming smiles at beautiful Barolo restaurant at the Langham for the launch of the Look Good Feel Better advertising campaign.
Makeup formed the foundation of the new campaign showing that beauty is more than skin deep – it’s also a powerful communication tool.
The campaign for cancer-related charity Look Good Feel Better uses makeup and makeup tools to spell out how looking good can help women with cancer feel better.
Designed by TBWA\Whybin, and brought to life by photographer Charlie Smith the print ads highlight the work of Look Good Feel Better.
The charity runs morale-boosting workshops for women with cancer, showing them how to disguise the sometimes visual side-effects of their treatment with simple makeup techniques.
Using makeup and makeup tools to form the headlines of the ads was a spark of genius. The overall effect gives a fresh look, great relevance to the tools of the beauty trade and creates a very high impact in the process.
Charlie Smith’s creative drive came from a desire to create visually stunning ads that stood out from the clutter.
At Look Good Feel Better workshops women not only learn how to use makeup to combat the appearance-related side-effects of cancer treatments, they also go home with complimentary cosmetic product packs to help them recreate the looks themselves.
General Manager of Look Good Feel Better Yvonne Brownlie said at the luncheon; “It’s most uplifting thing to watch a group of women experiencing cancer, walk out of a Look Good Feel Better workshop with their heads high, a smile on their faces and the sparkle back in their eyes.”
The ad campaign is set to run in women’s magazines, on-line and in bus shelters across the country starting this summer.
