In a category that tends to shy away from bold statements, we wanted to do the opposite. We were tasked with creating a social-first, video-led campaign to help raise awareness and drive conversions for patients to book a treatment. Our aim was to spread the Revanesse message, globally: confidence looks great on you.
It’s a little-discussed industry secret: dermal filler is used by all kinds of people for all kinds of reasons, but the vast majority of marketing in the category still perpetuates a narrow standard of beauty. This approach feels increasingly dated as the cultural zeitgeist has moved towards authenticity and realness—on TikTok, for example, #NaturalGlow has netted 51.9M views.
Premium filler brand Revanesse® saw this shortcoming as an opportunity to take a bold stance for their first global campaign by celebrating what’s beautiful about every face. Our anthemic, lyrical, and empowering “Faces” spot starred real Revanesse® patients of different genders, races, and ages to spread the Revanesse® message: Your face. Your rules. Your story.
For Revanesse®’s first global campaign, we didn’t just expand our audience internationally—we intentionally and thoughtfully connected with a diverse audience that the industry often neglects. Because who says the face of filler must be young, white, and female? Not all the people that use filler are, and the Faces of Revanesse® aren’t either.
By featuring real Revanesse® patients, we highlighted the unique, expressive, beautiful, real faces that use Revanesse®. The script, wardrobe, hair/make-up, and cinematography were carefully crafted to bring out the unique glow of each individual. We also invited each of these patients, the Faces of Revanesse®, to tell us about their journeys in their own words.
We created a comprehensive social campaign, leading with an anthemic video spot and corresponding owned and paid assets that celebrate every unique, beautiful, and expressive face. These assets were also also featured as the leading art on the brand’s new global website. Our messaging had to be broad in scope but tailored specifically for each of the respective markets. We focused on capturing the confidence and beauty you feel when you truly feel yourself while presenting the diverse faces of ownable beauty.
By sharing their stories alongside scenes of them laughing, dancing, playing poker, steeling themselves for a big meeting, and living their lives fully and joyfully, we authentically showcased a diverse group of people owning their beauty. This was a fully integrated campaign serving up a lot of face and a whole lot of soul.
Across paid and owned social channels, in a hero video and social cutdowns, and in an Out Of Home placement at Yonge and Dundas Square, one of Toronto’s highest foot traffic areas, we shared the Faces of Revanesse with the whole world. The “Faces” campaign was a whole-hearted success, netting 2.4M impressions in just one month while raising awareness and challenging expectations of what a filler company can achieve.
