The Drum Awards Festival - Official Deadline

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Agency: MullenLowe
Date: Oct 2016
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For Breast Cancer Awareness Month, Ulta Beauty and the Breast Cancer Research Foundation wanted to create an initiative that would show people just how far a dollar can go when it is donated to a good cause. To bring this concept to life, MullenLowe's Winston-Salem office created a pop-up Ulta shop in NYC. Shoppers who walked in found that products weren't priced in dollars, but in minutes of breast cancer research time instead. For example, a $10 tube of mascara cost 12 minutes, while a $20 eye shadow palette cost 24 minutes. The idea behind the campaign was to show people that their donated dollars do make a difference and can help bring researchers one step closer to finding a cure. According to Ulta, the company has funded over 16 million minutes of research through its partnership with the Breast Cancer Research Foundation.


Chief Creative Officer: Mark Wenneker

Executive Creative Director: Jason Black

Group Creative Director: Christy Blain

Associate Creative Director, Copywriter: Lindsay Walker

Associate Creative Director, Art Director: Kristen Melloche

Production Company: Trigger House

Agency Producer: Gil Reyes

VP, Account Director: Jennifer Cross

Director: Benjamin Tyler Knight

Executive Producer: Josh Sheets

Editor: Sam Powell

Senior Art Producer: John Rosato

Digital Art Director: Kristina Spaid

Junior Designer: Ashley Lulkowitz

Product Photographer: Jacob Pryor

Senior Project Manager: Kaycie Karpinski

Digital Imaging Artist: Harold Syms

Director of Digital Design Center: Mark Pingitore