Reach For the Stars • Esteé Lauder
Creative Director: Tarek Sabbouh
Creative Manager: Mouana Sabeh
Brand Manager: Cecile Farsoun
Consumer Marketing Manager: Sana Marouani
Director: Dania Bdeir
Photographer: Nicoleta Buru
Produced by: electriclimeº
Campaign Direction
“Reach for The Stars” was driven by consumer insights on the women empowerment movement taking place here in the Middle East, and the fact that consumers want to see themselves in our brand through relatable local women.
We featured the journeys of the 1st Saudi ballerina, the 1st Saudi racer and the 1st Emirati film director. The campaign was a massive success because it authentically merged brand equity with local storytelling.