ABCD Marathon - INNISFREE Brightening Pore Line Launch

Brief: Introduce the new Brightening Pore Line alongside the key copy: All Blemish Care Daily

Challenge: COVID-19 cases have started increasing and the government has implemented the Movement Control Order.

Our Approach: For what was originally planned to be a large-scale media event, we went back to the drawing board to devise a way for us to get the products to our media friends in a fun, memorable, and safe way. We waited until June 2020 when case numbers were lower and movement was less restricted to get the team together to assemble media kids. In order to achieve the impact we were going for, we decided to pack one hundred. The whole product line was packed in with race-day items: socks, bandanas, a personalised jersey, and even snacks for fuel! 

When it came time for delivery, we all dressed up as pacers - kitted out in a white top with bright orange track bottoms, an orange sweatband, an orange 4-ply disposable mask - and showed up with our delivery and an “ABCD Marathon” flag.