Mac Viva Glam
In 1994, MAC Cosmetics created VIVA GLAM to raise money and awareness for HIV and AIDS. 2019 marked the 25th anniversary of the iconic initiative, and $500,000,000 raised for the cause. In partnership with MAC, RoAndCo created a powerful year-long campaign to celebrate this milestone and engage a new generation with a cause that started before many of them were born. At the time of our partnership, the MAC Viva Glam Fund was expanding their cause base to include HIV and AIDS, Women and Girls and the LGBTQIA+ community. Through the campaign, we tackled these complex themes with a simple message: Glam for Good.
- Content Strategy
- Art Direction
25th Anniversary Campaign
RoAndCo collaborated with 18 change-makers from around the world to boldly tackle topics surrounding health, rights, and self-expression through a lens of optimism. In a film directed by Bardia Zeinali, the subjects told serious stories in a positive light, celebrating the new generation in an authentic and inspiring way. The film launched in over 20 countries, garnering 35M impressions in the first week, and the accompanying special-edition Viva Glam lipstick sold out in under 5 days.
The History of Viva Glam Film
Since 1994, the MAC Viva Glam Fund has given 9,713 grants to 1,818 organizations, supporting programs in 92 countries. RoAndCo created a celebratory film using historical footage and achievements to honor all the work that's been done.