Sally Hansen who have supported Pride over the years wanted to go further in 2019 to partner with the charity GLAAD and give back to the community in a more direct manner. The brief was simple: leverage colour stories from GLAAD ambassador Benny Drama and share the importance of Pride, colour and self-expression, while encouraging our audience to buy the Sally Hansen x GLAAD polish to give back to the charity.
What We Did
Leveraging Benny's charismatic, self-effacing and approachable personality, Cult created a series of social content from boomerangs, videos and stills for Sally's primary social channels - Facebook, Instagram and YouTube. These were shared by Sally Hansen, Benny Drama, GLAAD and Ulta to further reinforce the partnership.