e.l.f. cosmetics
We wanted to tell the world e.l.f. Halo Glow isn’t a one-trick pony. But turns out, the term “one-trick pony” is actually very offensive to ponies. And as the thoughtful, cruelty-free brand e.l.f. is, they opted for a more politically correct tagline to get the word out. e.l.f. Halo Glow. A multi-talented, small-boned horse. No further questions, please.
First, we Got attention.
We launched our new tagline with OOH that provided concerningly little context.
Then we launched a film.
Notorious one-trick pony Rebecca Black (as in “Friday, fridayyyy” Rebecca Black) voiced our one-trick pony.
Then we GOT ROASTED BY PIGEONS ON SOCIAL.
@PamThePigeon was NOT happy about our use of the phrase “pigeon-hole.”
The pigeons even made a website in protest.
It wasn’t a very good one because they’re, you know, pigeons. But they
managed to collect signatures from other pigeons to take down the
e.l.f. post. You can see for yourself at PigeonsAgainstElf.com
SO we HAD NO CHOICE BUT TO ISSUE A FORMAL apology.
We apologized to the pony and pigeon communities,
in what ended up being one of e.l.f.’s most successful posts ever.
Then we sent these screenshots to our boss.
(She said no.)
Client: e.l.f.
Agency: Mischief
Role: Associate Creative Director, Copywriter
ACD Art Director: Tanner Thompson
ECDs: Bianca Guimaraes, Kevin Mulroy
Director: Dan Opsal
Editor: Sophia Lou