While MAC’s annual Viva Glam campaign always features a celebrity, in 2020 we did something bigger. Pop sensation Rosalía, was not just a face for the brand – she was the voice. Our anthem film was also the debut of her latest, never before released track. Shot by celebrity director, Gordon von Steiner, we went to Rosalía’s hometown of Barcelona to capture her in her essence, mirroring the fiery red of the Viva Glam lipstick with the iconography of Rosalía’s flamenco moves and her personal style.
Through the Viva Glam initiative, MAC has raised over half a billion dollars to support those living with HIV and AIDS. The core of the brand’s ethos, this year, the Viva Glam Foundation was expanded to include organizations around the globe that support women and girls as well as LGBTQ rights. Every penny of every VG lipstick sold goes to one of the foundations’ many partners, and we knew our VG26 spokeswoman, Rosalía, would generate huge success with a new generation of consumers. The challenge? Pitch and sell Rosalía on being such a public advocate for rights that are still controversial in her country. Then, educate Rosalía fans on what Viva Glam is, how it impacts their local community, and encourage them to purchase one of our limited edition lipsticks in Rosalía’s signature color before they sell out.
The press went crazy for our campaign:
