Concept Summary

Customer: Estée Lauder Companies Project: Breast Cancer Campaign 2021 Agency: Live Lab AG Estée Lauder Companies has been committed to breast cancer research since 1992. Every year, this commitment is themed in a worldwide campaign. Highlights are the illuminations of monumental sights in pink spotlights. They range from the Burj Al Arab to the Brandenburg Gate and the Empire State Building. Zurich, however, as ELC's location in Switzerland, does not offer such a monumental structure. So how should we make the commitment as visible as possible on a large scale? Switzerland is the water castle of Europe. In addition to its mountains, its lakes are the symbol of the country. This is also the case in Zurich –so with the help of a pink-lit speedboat we drew the Pink Ribbon (the campaign’s key visual) on Lake Zurich and captured the movement with a drone that photographed the boat in a long exposure. The result was a unique Swiss "Pink Ribbon Illumination" that attracted a lot of attention on social media and all the way to the client's New York headquarters. Fittingly, the charity event took place on a ship. 170 influencers, partners and customers immersed themselves in a pink world and were the first to see the "Pink Ribbon Illumination". In addition to the reveal and the musical program, an art battle and auction provided a second highlight of the evening. The event generated a total of CHF 110,000, which were donated to the organisation "Look Good, Feel Better". The 220 posts from the evening generated 2 million impressions -which corresponds to an earned media value of CHF 26,000. Including the press, a reach of 40 million was generated.