The Maybelline advert launched in the UK is a message to young people to take care of their mental health and their relationship with social media.
Mental health is undoubtedly one of the trends and the great workhorse of generation Z. 73% of those born in the 2000s suffer from anxiety and depression and one of the causes is social media.
This situation is the trigger for the Maybelline advert launched in the United Kingdom. The cosmetics firm encourages young people to talk about their mental health and take actions to feel better. And it does so with an advertisement that reflects the duality of social media between what we see and what we feel.
Maybelline – Reconnect With You
“Reconnect With You” is the title of the Maybelline advert made by the agency Nice & Serious and launched in the United Kingdom. The campaign aims to reflect on the shadows of social media to emphasise its dual nature and is made with the NGO Ditch The Label, which wants to provide young people with a safe online space.
The Maybelline advert involved young people between 16 and 24 years old in the process of creating the campaign, who shared personal problems with the brand. The spot is recorded in 33 millimetres, which gives it a deliberate rustic aesthetic that captures the emotional roller coaster that the protagonist is trapped in.
Although 77% of young people from Generation Z feel pressured to look good on social media, social media also plays an important role in their mental health. 40% of young people between 16 and 24 years old rely on social media for advice on mental health.
According to Lily Peters, Associate Creative Director at Nice and Serious: “For the campaign we worked directly with our target audience and we were clear from the start that we needed a piece that wouldn’t fall into the temptation of judging young people. We didn’t want to demonise social media and preferred to focus on its chiaroscuros. We also wanted to encourage young people to reconnect with themselves, as they often get lost in social media feeds.”
Watch | Vimeo
