FIFTH HOUR THOUGHTS
CLIENT - Estée Lauder *New Business Win
DATE - August, 2024
PROJECT - Night Repair Social Campaign
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Create two content pulses featuring a notable talent, promoting the Esteé Lauder night skincare portfolio.
THE IDEA -
As we age, our nightlife habits evolve, and with them, our skincare needs. In our 30’s and 40’s, what if the most exclusive club we need to get ready for is the one we find at home... the ultimate destination: our bed.
THE EXECUTION - NIGHT NIGHT CLUB
Night Night Club is the premier nightlife destination that isn’t the typical VIP experience. This is an exclusive chance to bypass the fine lines, make friends with the all too powerful bounce(r), and wake up fully recovered with a radiant glow.
Our two content pulses feature former-party girl and millennial, Nicole Richie, at Esteé Lauder’s Night Night Club.
Pulse 1: A luxurious delivery experience, our version of “bottle service.” Nicole Richie receives an elegantly presented package of Estée Lauder’s night skincare portfolio from a team of impeccably uniformed "wait staff" as part of her exclusive, at-home pre-bedtime routine.
Pulse 2: As Nicole immerses herself in Estée Lauder's night skincare ritual, the experience transcends the physical. She drifts into a restful slumber, and her dreams transport her to the high-energy dance floor of Night Night Club, where radiance and renewal take center stage. Through dreamy, abstract visuals, we show how Estée Lauder’s night skincare helps Nicole reclaim her glow, without ever leaving the comfort of her bed
PRESS -
Adweek, Glossy, People, Vogue
THE RESULTS -
4B+ Earned Media Impressions
+90% Lift in Skincare EMV YOY
24M+ Organic Video Views