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  • SUB CATEGORY :
    EFFECTIVE LOTUS - SMALL BUDGET
  • COMPANY ENTERING :
    NUWORKS INTERACTIVE LABS, INC., MANILA
  • TITLE :
    FLAWLESS FOR ALL
  • BRAND :
    BELO ESSENTIALS (PRODUCT: BELO BB BODY CREAM)
  • ADVERTISER :
    INTELLIGENT SKIN CARE INC.
  • AGENCY :
    NUWORKS INTERACTIVE LABS, INC., MANILA
  • EXECUTIVE CREATIVE DIRECTOR :
    JOEY DAVID TIEMPO
  • CREATIVE DIRECTOR :
    ABIGAIL CAPA
  • ASSOCIATE CREATIVE DIRECTOR :
    PAULINE TY
  • COPYWRITER :
    MICA DELA ROSA
  • ART DIRECTOR :
    ALVIN CLAROS
  • BIZ UNIT MGR :
    RYAN CATABIJAN
  • ACCOUNT DIRECTOR :
    PATRICIA BAUTISTA
  • ACCOUNT MANAGER :
    INNA DOMINIQUE VILLA
  • ACCOUNT EXECUTIVE :
    NICOLINE LIZARONDO
  • STRATEGIC PLANNING DIRECTOR :
    MANOLO GONZALES
  • STRATEGIC PLANNING MANAGER :
    EDE VIRATA
  • SENIOR ANALYST :
    ICY BARDINAS
  • MEDIA PLANNING DIRECTOR :
    JEFFREY SAEZ
  • MEDIA PLANNING MANAGER :
    JACE SUSARA
  • MEDIA PLANNER :
    MERYLL TORES
  • COMMUNITY MGR :
    RAIKA RODRIGUEZ
  • CAMPAIGN MGR :
    ANDI DEL ROSARIO
  • AGENCY PRODUCER :
    BERNICE DY
  • FILM PRODUCTION COMPANY :
    MOVE MANILA, MANILA
  • DIRECTOR :
    AYEL MARI CANEDA
  • ASSISTANT DIRECTOR :
    ELDIN CHRISTIAN LAO
  • CINEMATOGRAPHER :
    DUX DACUDAO
  • PROD TEAM :
    JB ESTRADA/JAMES WONG
  • PROD ASST :
    LJ FLORES
  • STYLIST :
    DEBRA BERNALES
  • HAIR & MAKE-UP :
    AC LALATA
  • POST-PRODUCTION COMPANY :
    MOVE MANILA, MANILA
  • EDITOR :
    AYEL MARI CANEDA
  • COLORIST :
    MARILEN MAGSAYSAY
  • ONLINE ARTIST :
    IVAN ROMAN
  • SOUND PRODUCTION COMPANY :
    MOVE MANILA, MANILA
  • SOUND DESIGNER :
    AYEL MARI CANEDA
  • MUSIC COMPOSER :
    JOSH WONG
  • ENTRANT MUST CLEARLY INDICATE A BREAKDOWN OF THE BUDGET WHICH THE TOTAL BUDGET UNDER USD 200,000 :
    CAMPAIGN PRODUCTION: PHP 799,289.68 (USD 15,672.35) MEDIA BOOSTING: PHP 1,864,038.40 (USD 36,549.77) TOTAL BUDGET FOR CAMPAIGN:
    PHP 2,663,328.08 (USD 52,222.12) *USD 1 = PHP 51
  • CAMPAIGN SUMMARY :
    LOCAL BEAUTY BRAND BELO ESSENTIALS WAS INTRODUCING AN UNHEARD-OF COSMETIC PRODUCT: A SPRAY-ON BB CREAM THAT CONCEALS BLEMISHES ON ARMS AND LEGS. BELO BB SPRAY WAS LAUNCHED WITH “FLAWLESS IS GENDERLESS,” A CAMPAIGN THAT DID WHAT NO OTHER BRAND EVER DARED TO DO — SPEAK DIRECTLY TO
    THE LGBT. IT WAS LED BY A DANCE TUTORIAL THAT SHOWED OFF THE BEST WAY TO APPLY THE PRODUCT — ON A GAY MAN. NOT ONLY DID THE BRAND DISCOVER AN OUTSPOKEN COMMUNITY, IT DREW PEOPLE OUT OF HIDING, WHO RAVED ABOUT THE PRODUCT AND SPREAD ITS MESSAGE, HITTING RECORD HIGH IN ENGAGEMENT AND E-COMMERCE SALES — WITH ZERO ABOVE-THE-LINE SUPPORT.
  • THE BRIEF :
    BEING NEW AND SMALL IS A DISADVANTAGE IN MOST INDUSTRIES,
    BUT TODAY'S BEAUTY CONSUMERS ARE ALWAYS LOOKING FOR WHAT’S NEXT. THIS GAVE NEWCOMER BELO ESSENTIALS A FIGHTING CHANCE AGAINST THE THE MULTINATIONAL GIANTS OF THE BEAUTY WORLD. THE BRAND INTRODUCED A BEAUTY INNOVATION — A TINTED TONE CORRECTING BB CREAM MADE SPECIFICALLY FOR THE BODY. ALL THAT WAS MISSING WAS
    A CAMPAIGN THAT WAS AS GAME CHANGING AND FRESH AS THE PRODUCT.
  • THE STRATEGY :
    IN PREDOMINANTLY CATHOLIC PHILIPPINES, THERE’S ONE SEGMENT WITH A HIGH DEMAND FOR BEAUTY — BUT NO BRAND IS BRAVE ENOUGH TO SELL THEM — THE LGBTS. THIS IS A HUGE OVERSIGHT, SINCE THEY PURCHASE PERSONAL CARE ITEMS NEARLY TWICE AS OFTEN AS THEIR STRAIGHT COUNTERPARTS. SO THE STRATEGY WAS TO MAKE THE FIRST MOVE — AS BEAUTY IS QUICKLY BECOMING GENDER NEUTRAL, IT MADE PERFECT SENSE FOR BEAUTY PRODUCTS FOLLOWED SUIT. BY CELEBRATING BEAUTY BEYOND GENDER, THE BRAND SENDS AN EMBRACIVE MESSAGE TO THE LGBTS WITHOUT ALIENATING ITS
    PRE-EXISTING MARKET.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE FIRST STEP TO INTRODUCING THE BELO BB BODY CREAM WAS
    A DANCE VIDEO TUTORIAL THAT FLAUNTED ITS CONCEALING POWER ON
    A FIERCE, NEW ICON — A GAY DANCER. THE REVELED YOUNG PERFORMER WAS FRONT AND CENTER OF THE CAMPAIGN AS THE MAIN AND SOLE INFLUENCER FOR A COSMETIC PRODUCT — A FIRST FOR THE LOCAL BEAUTY INDUSTRY. THIS SET THE PERFECT STAGE FOR THE LOCAL DANCE COMMUNITY TO SHOW OFF THE PRODUCT — AS THEY ARE DEMANDED
    A FLAWLESS PERFORMANCE, A STARK CONTRAST TO THE SCARS AND BRUISES LEFT BEHIND BY RIGOROUS REHEARSALS. AND SOON ENOUGH, OTHERS WERE QUICK TO PICK UP AND FOLLOW THE BRAND’S LEAD:
    FROM RENOWNED CHOREOGRAPHER AND CELEBRITY COACH TEACHER GEORCELLE, TO PROMINENT GAY ENTERTAINERS LIKE VICE GANDA,
    AND DANCE CHAMPIONS UPEEPZ, MORE PEOPLE WERE EMBOLDENED TO SHOW OFF THEIR MOVES FEARLESSLY.
  • THE RESULT :
    FOR THE FIRST TIME, A LOCAL BEAUTY BRAND DID NOT HIDE BEHIND TRADITIONAL LABELS OR STANDARDS; THE OPENLY GAY DANCER INSPIRED HIS OUTSPOKEN COMMUNITIES TO COME OUT AND SPREAD THE LONG OVERDUE MESSAGE: FLAWLESS IS GENDERLESS. IT GOT 32,701,012
    IN TOTAL IMPRESSIONS, 6,557,554 IN A TOTAL POST ENGAGEMENT,
    113% INCREASE IN RETAIL SALES AND A WHOPPING 400% INCREASE IN
    E-COMMERCE SALES, WITH ZERO ATL SUPPORT.