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It’s natural for a beauty company to celebrate beauty, but Ulta Beauty does so in its latest campaign with reverence to all people, all types, all women and those who want to be beautiful in their own way.

A video highlights not just those who might be considered model-beautiful, but everyday women, girls and others who want to bring out their best in whatever situation.

‘The Possibilities Are Beautiful' focuses on a diverse group to show that beauty can be without limits.

The campaign, created in partnership with McCann New York, illustrates the beauty retailer’s belief that nothing is more beautiful than possibility and that it sees possibilities in each and every person.

The video highlights differences and empowers people to be their diverse selves. Utilizing the uplifting track, Scars to Your Beautiful by Alessia Cara, we first see a girl looking to the stars, perhaps dreaming of what she will become. From there, we get a brief glimpse into the lives of others, such as a woman walking down the catwalk, another woman taking the oath at a what looks to be a military academy, and others, such as a colorful muralist, a school girl, a business woman and a singer.

Text in the ad highlights the lyrics and the sentiment by Ulta, with a poetic empowerment, stating, “when you’re ready to tell your story, to produce your sequel, to run this town…to rewrite history…so are we.” It ends with the tag, “you’re not here to get beautiful, you’re here because you already are.”

For its encompassing view of what is beautiful, The Drum’s readers voted it overwhelmingly as the US Creative Work of the Week.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

: 'The Possibilities Are Beautiful'

Agency:
Client:
Date: September 2018
Ulta Beauty is highlighting the beauty in all people in a new campaign, ‘The Possibilities Are Beautiful,’ highlighting a diverse group to show that beauty can be without limits.
 
The campaign, which will run through December, was created in partnership with McCann New York, and illustrates the beauty retailer’s belief that nothing is more beautiful than possibility – which is highlighted in a new campaign video – and that it sees possibilities in each and every person. 
 
The video highlights differences and empowers people to be their diverse selves. Utilizing the uplifting track, Scars to Your Beautiful by Alessia Cara, we first see a girl looking to the stars, perhaps dreaming of what she will become. From there, we get a brief glimpse into the lives of others, such as a woman walking down the catwalk, another woman taking the oath at a what looks to be a military academy, and others, such as a colorful muralist, a school girl, a business woman and a singer.
 
Text in the ad highlights the lyrics and the sentiment by Ulta, with a poetic empowerment, stating, “when you’re ready to tell your story, to produce your sequel, to run this town…to rewrite history…so are we.” It ends with the tag, “you’re not here to get beautiful, you’re here because you already are.”
Credits:
 
 
Ulta Beauty
Dave Kimbell, Chief Merchandising and Marketing Officer
Shelley Haus, SVP Brand Marketing
Karla Davis, Senior Director, Marketing
Cara Bonilla, Senior Creative Director
Lisa Lu, Senior Integrated Marketing Manager
Joanna Rath, Associate Marketing Manager
 
McCann
Devika Bulchandani, President, McCann NY
Tom Murphy, Co Chief Creative Officer, New York
Caprice Yu, Executive Creative Director
Jordan Kramer, Creative Director
Leo Billard, Creative Director
Ryan Quigley, Associate Creative Director
Andrew Hajjar, Associate Creative Director
David Moore, EVP Director of Brand Content
Nathy Aviram, Chief Production Officer
Tamara Lecker, Senior Producer 
Jeremy Miller, Chief Communications Officer
Rahel Rasu, SVP Director Brand Communications
Danielle Korn, EVP Director Business Affairs
Sam Belkin, Business Manager Music
Natalie Hernandez, Business Manager
Jaclyn Currie, SVP Executive Account Director
Colleen Moisio, Account Director
Diandra Garcia, Account Supervisor
Dani Gredoña, Account Executive
Stephanie Loucas, Assistant Account Executive
Lee Maicon, Chief Strategy Officer – North America
Laura Frank, SVP Group Strategy Director
Jessica Mendoza, VP Strategist 
Claire Stewart, Sr Strategist
Alex Goldklang, Associate Project Director
 
Rattling Stick
Director: Sara Dunlop
Executive Producer: Joe Biggins
Executive Producer: Jeff Shupe
Producer: Megan Moore
DP: Antonio Paladino
 
Work Editorial
Editor: Bill Smedley
Executive Producer: Erica Thompson 
Producer: Jamie Lynn Perritt
Assistant Editor: Mike Horan
 
Blacksmith
Flame Leads: Margolit Steiner, Joey Deady
Executive Producer: Charlotte Arnold
Producer: Anna Toyama
 
Plush
Sound mixer: Rob Fielack
Tags: United States
 
 
 
 
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