When beauty brand Philosophy announced the launch of a new addition to its iconic skincare franchise, Hope in a Jar, the project took on a philanthropic edge. Called “Renewed Hope in a Jar,” the new launch tied in to their recent charity initiative, Hope and Grace, where 1% of all profits goes toward community-based organizations that support women battling mental illness. Looking for an impactful way to deliver the launch’s message, Philosophy turned to MAS. This three-part project included writing a song, filming a video, and producing a live performance.
Crafting An Identity
MAS collaborated with Philosophy to secure the best musical artist to represent both their brand and Hope and Grace. This included approaching several artists with the scope of the project, before eventually partnering with the best fit in Natasha Bedingfield. A symbiotic match, Bedingfield not only has a huge global following, but is the most creatively aligned with the brand.
MAS acted as a liaison between Philosophy and Bedingfield’s manager, lawyers, and PR team, to foster an ideal partnership for both sides. Also overseeing the creative process, MAS corresponded with Bedingfield and her team of writers in London to help craft the song “hope”, which is currently available for purchase on iTunes. 20% of its net proceeds will also go toward Philosophy’s Hope and Grace effort.
To accompany the song, MAS helped conceptualize and produce a music video for “hope”. Filmed in our studios, MAS oversaw and facilitated all aspects of production.
The project culminated in a Philosophy launch event featuring a live performance by Bedingfield. MAS worked with the Philosophy event team to coordinate backline, including sound and lighting, and musicians’ needs. MAS also proposed and managed a Livestream broadcast allowing fans to watch live online and on-demand.
During the campaign Philosophy and the Hope and Grace Initiative garnered mentions from The Wall Street Journal, Vanity Fair, Glamour, Refinery 29 and countless blogs, as well as a feature and live performance by Bedingfield on The View.