Idea: To set a shining example for diversity.
With its colourful identity, the Los Angeles-based makeup brand stands for equality and diversity. With the brand purpose and the “Proud Allies for All” campaign of the same name, NYX Professional Makeup is committed to creating a global network of allies so that everyone receives the support they need. The company aims to ensure that the LGBTQIA+ community is heard year-round and receives the attention and acceptance in society that it deserves.
Implementation: A statement in exhilarating colours.
“Proud Allies for All”. Where better to present such a statement than centrally and visibly from afar on the Victory Column? The display was a rainbow of glittering and sparkling colors. Sometimes there are clearly delineated squares of colour, sometimes exploding and pulsating worlds of colour, then the colours blur harmoniously into one another. The mapping took up the entire monument, starting under the feet of the “Goldelse” and running across the column and plinth. The statement lit up again and again at different positions. The column itself seemed transparent, consisting only of letters that formed calls such as “GET PROUD AND LOUD WITH US”. At the very top, wrapped in an “A” for “Ally”, a pride-coloured heart lit up to form the logo of the “Proud Allies for All” campaign. In addition to the video mapping on the Berlin landmark, the current campaign video was broadcast on the large LED wall that travels through the city during each festival period.
Success: To be seen, to be heard, to make a statement.
NYX Professional Make Up succeeded in achieving these goals with its appearance at the festival. The location also contributed to its success, as the Berlin Victory Column stands within sight of the Brandenburg Gate, with busy car, bike and bus traffic circling around it at all times of the day and night. Visitors as well as Berliners appreciated a relaxed ride, for example on the 100 bus operated by the Berlin public transport company, which includes the Victory Column on its itinerary alongside numerous other light art productions.