Burt’s Bees breaks the first video advertising for its new line of all-natural, moisturizing lipsticks: The online campaign, comprised of two long form (2 – 3 minute) videos and two :15 teasers, is by advertising agency Baldwin&, Raleigh.
The videos are mini-documentaries of Diandra Forrest, Bronx-born, African American, a professional model, and a woman with albinism (in the 2:09), and Mandy Harvey, a singer and musician who is deaf (the 3:18). “Burt’s Bees” is barely mentioned, and the product barely seen—not at all in the teasers, and in the long forms, for only a few seconds at each spot’s beginning (type only), and end (type and photo).
The stories are analogies. They are intended to be uplifiting—both women have made the most of what nature has given them. And they are intended to embody the campaign’s tacit theme: that nature, and particularly your nature, is a source of beauty and something to embrace. Burt’s Bees’ lipsticks are all-natural, come in 14 different shades (Diandra wears Ruby Ripple and Blush Basin; Mandy wears Scarlet Soaked) and provide 8-hour moisturizing. The campaign is hashtagged #LoveYourNature .
The advertising runs as paid social, on Facebook, Instagram and Pinterest; as native display, on entertainment, health & fitness, fashion and women’s lifestyle sites (via Nativo network, El Segundo, Calif.); and online, behaviorally targeted to self-affirmative and inspirational websites. The media agency is AKQA, San Francisco.
Creative credits go to Baldwin& creative directors David Baldwin and Bob Ranew. The directors are Anna & Ewen of production company RDI, Santa Monica, Calif.
Creative Credits:
Ad Agency: Baldwin&, Raleigh, N.C.
CDs: David Baldwin, Bob Ranew
ACD/AD: Kellyn McGarity
CW: Britton Upchurch
Agency Producer: Lisa Effress
Production Co.: RDI, Santa Monica, Calif.
Directors: Anna & Ewan
D.P.: Ewan McGregor
Exec Producer: Marjie Abrahams
Post: Union Editorial, New York
Executive Producer: Caryn Maclean
Producer: Lauren Hafner Addison
Editors: Marco Perez (“Mandy”), Andrew Doga (“Diandra”)
Assistant Editor: George Dodsworth
Telecine Artist: Stephen Picano
Flame Artists: Brian Kubovcik, Jason Ortenberg
Music/Sound Design: JSM, New York
CCO: Joel Simon
Producer: Jeff Fiorello
VO Recording: Coupe Studios, Boulder, Colo.
Engineers: Kip Kuepper, Ed Kaufman
Producers: Eric Singer, Aaron Lasko
Sound Mix: Sonic Union, New York
Engineer: Rob McIver