Suave “The Evaus Project”
Suave has a bad rep. Sure, it’s a cheap drugstore brand. But it also works. To prove it, we enlisted beauty influencers and had them try it… hidden as a chic millennial pink brand called “Evaus.” After selling the idea, my team carefully hand-selected each influencer through a series of interviews. We designed new packaging following current beauty tropes and even created a fake Instagram and website to make it all feel real. And, yes, Evaus is just Suave backwards. This stunt was turned into spots than ran nationally and was shot in-studio in New York.
The media loved it. It was featured on Refinery29, Teen Vogue, Glamour, New York Mag, Essence, Hello Giggles, The Zoe Report, and more.
Director: Sasie Sealy
Editor: Heather Danosky
ECD: Elaine Park Andrade
CD: Molly Shaw, Megan Cross
Creative: Jen Hubbard, Chandler Broadrick, Diana Chen, Lauren Fodero
Bronze Clio
Shortlist Beauty Clio