Silver
Online Film
Cosmetics/Toiletries
| Entrant: | Ogilvy PR, New York |
| Brand: | CeraVe Skincare |
| Title: | "Michael CeraVe" |
| Corporate Name of Client: | CeraVe Skincare |
| Client Company: | CeraVe Skincare |
| Client Company Global General Manager: | Melanie Vidal |
| Client Company Global Head of Digital Marketing, SVP: | Adam Kornblum |
| Client Company Global Director of Digital Strategy & Head of Influencer: | Allen Ortega |
| Client Company Global Senior Manager of PR: | Christine Alkhawam |
| Client Company Global Director of PR: | Maud Guerin |
| Client Company Senior Manager of PR for CeraVe US: | Niya Parikh |
| Client Company General Manager of CeraVe US: | John Reed |
| Client Company Head of Professional Marketing for CeraVe US: | Tom Allison |
| Client Company VP of Marketing for CeraVe US: | Jasteena Gill |
| Client Company AVP of Marketing for CeraVe US: | Katie Berman |
| Client Company Senior Manager of Social Media for CeraVe US: | Amanda Hoo |
| Client Company Assistant Global Manager of Advocacy & Influence: | Hannah Feldman |
| Client Company Director of Media for CeraVe US: | Najee Stephenson |
| PR Company: | Ogilvy PR, New York |
| Ogilvy PR Global Chief Executive Officer: | Julianna Richter |
| Agency President Ogilvy PR, Social & Influence: | Charlotte Tansill |
| Ogilvy PR NA Head of Influence: | Ansley Williams |
| Ogilvy PR Senior Influencer Strategist: | Olivia Prendergast |
| Ogilvy PR NA Head of Social: | Christine Cotter |
| Ogilvy PR Senior Vice President: | Vanessa Legutko |
| Media Company: | BCL |
| Consultancy Companies: | BPCM/Obviously |
| Agency: | Ogilvy, New York |
| Agency President: | Darla Price |
| Global Chief Creative Officer: | Liz Taylor |
| Creative Directors: | Alex Holm/Avi Steinbach |
| Creative: | Rachel Frederick |
| Senior Copywriter: | Aron Ramstedt |
| Senior Art Director: | Frans Ahlberg |
| Agency Principal Experience Designer: | Catalina Vela |
| Agency Senior Producer: | Regan Wallace |
| Agency Heads of Production: | George Sholley/Jessica Nugent |
| Agency Social Community Manager: | Victoria Masterson |
| Agency Account Supervisor: | Mia Kain |
| Ogilvy NA CCO & NA President: | Chris Beresford-Hill |
| Ogilvy New York Managing Director: | Tina Galley |
| Ogilvy New York Chief Creative Officer: | Samira Ansari |
| Ogilvy New York Social Associate Creative Director: | Victoria Treble |
| Ogilvy New York Associate Design Director: | Christina Hillman |
| Ogilvy New York Group Executive Producer: | Marisa Bursteen |
| Ogilvy New York Executive Group Director: | Liesl Lipford |
| Ogilvy New York Associate Director of Data Strategy: | Diana Budman |
| Ogilvy New York Account Supervisor: | Sally Gibb |
| Ogilvy New York Director Community Management and Engagement: | Kristina Prickett |
| Ogilvy New York Senior Vice President, PR: | Kappie Kopp |
| Ogilvy New York Influencer Strategist: | Yasmin Koo |
| Ogilvy New York Senior Social Strategist: | Ben Greengrass/Sakshi Kabra |
| Ogilvy New York Influencer Associate Director: | Sherri Schubert |
| Ogilvy New York Content Creator, Social: | Allison McIntosh |
| Ogilvy New York Program Director: | Alan Gutman |
| Ogilvy New York Director of Operations and Delivery: | Lisa Boyd |
| Ogilvy Healthworld New York VP Planner: | Carlos Dorenbaum |
| Production Company: | Prettybird |
| Directors: | Tim Heidecker/Eric Wareheim - The American comedy duo known as Tim & Eric |
| Executive Producer: | Suzanne Hargrove |
| Post-Production Companies: | Blacksmith/Heard City |
| Edit Facility: | Mackcut |
| Editor: | Ian Mackenzie |
| Music Production Company: | Lealand, London |
Description:
How does CeraVe, a clinical skincare brand developed by dermatologists, become a global cultural phenomenon?
By creating an internet conspiracy that the brand was actually created by actor Michael Cera. To make things harder: Michael isn't on social media. So we “leaked” four hero influencer videos to spark a global debate. For four-weeks, the skincare conspiracy was front and center in culture. Which resulted in 15.4B impression BEFORE CeraVe's first ever “Perfect” (TODAY) Super Bowl Commercial, directed by comedy legends Tim and Eric, revealed the truth. The “ultra prolonged ultra meta” campaign elevated CeraVe into a cultural icon.