Cosmetics brand Maybelline New York has unveiled a powerful new campaign to mark today's World Mental Health Day. Empowering young people to take back control of their mental health, the striking film is a poignant reflection of social media's positive and negative effects on Gen Z, spotlighting a safe space to switch off from the online world.
When we think of the best adverts of all time, our minds often revert to loud visuals and grabby commentary, yet Maybelline's latest campaign shines in its reservedness. Made in close collaboration with its target audience, the film's candid approach is a refreshingly down-to-earth take on the (oftentimes) chaotic world of Gen Z social media.
