We were approached by NYDG (New York Dermatology Group) to first help mastermind a strategy that would create a purpose driven initiative around helping those with Albinism for their Foundation and second, bring that strategy to life in a way that would change modern society and culture on a global scale.

The Solution: ColorFull (Color & Full)

Instead of focusing on the negative associated with Albinism, we flipped the concept on its head - People with albinism aren’t missing a colour, but actually they have a specific colour, an Albus tone that is unique to them. Having Albinism hasn’t held them back, it has empowered them to live their lives to the full.

For over 2 decades, NYDG doctors have helped over 750,000 patients with all types of skin conditions. Skin health is a global public health issue and this was an opportunity for NYDG to showcase the work of their Foundation, but more than that, it was a chance to inspire and bring together some of the world’s top talent including Pulitzer Prize Winning & Nat Geo Photographer Stephanie Sincliar and Supermodel Diandra Forrest in this unified goal. Where Dove has the ‘Self Esteem Project’, NYDG has ‘ColorFull’

Activation:

A 12 month global initiative, backed by the U.N. that launched in Times Square before heading to LA, Cape Town, Hong Kong and London. We were the first brand to showcase a person with Albinism in Times Square. We also curated an exhibition showcasing the photography and swatch concept. As the campaign moves across the world we are in talks with Sesame Street, New York Fashion week and more.

Impact:

ColorFull has been overwhelming success. From bringing together acclaimed professionals including pulitzer prize winning photographer Stephanie Sinclair, to the world’s first supermodel with albinism, Diandra Forrest, we were breaking ground from the off. NYDG not only giving 100% of their profits to the cause, but by also putting albino models in Times Square, they were breaking new ground by showcasing people with Albinism in a mainstream campiagn.

The impact didn’t stop there, the campaign was featured in Forbes NowThis and Nat Geo resulting in a huge amount of awareness which resulted in a 4000% increase in sales of NYDG’s SPF Cream on the previous year.

We also formed partnerships with Oxford University, The Council for Global Affairs, Marlborough School for Girls in Los Angeles, NOAH and more.