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Entrant: Ogilvy PR, New York
Brand: CeraVe Skincare
Title: "Michael CeraVe"
Corporate Name of Client: CeraVe Skincare
Client Company: CeraVe Skincare
Client Company Global General Manager: Melanie Vidal
Client Company Global Head of Digital Marketing, SVP: Adam Kornblum
Client Company Global Director of Digital Strategy & Head of Influencer: Allen Ortega
Client Company Global Senior Manager of PR: Christine Alkhawam
Client Company Global Director of PR: Maud Guerin
Client Company Senior Manager of PR for CeraVe US: Niya Parikh
Client Company General Manager of CeraVe US: John Reed
Client Company Head of Professional Marketing for CeraVe US: Tom Allison
Client Company VP of Marketing for CeraVe US: Jasteena Gill
Client Company AVP of Marketing for CeraVe US: Katie Berman
Client Company Senior Manager of Social Media for CeraVe US: Amanda Hoo
Client Company Assistant Global Manager of Advocacy & Influence: Hannah Feldman
Client Company Director of Media for CeraVe US: Najee Stephenson
PR Company: Ogilvy PR, New York
Ogilvy PR Global Chief Executive Officer: Julianna Richter
Agency President Ogilvy PR, Social & Influence: Charlotte Tansill
Ogilvy PR NA Head of Influence: Ansley Williams
Ogilvy PR Senior Influencer Strategist: Olivia Prendergast
Ogilvy PR NA Head of Social: Christine Cotter
Ogilvy PR Senior Vice President: Vanessa Legutko
Media Company: BCL
Consultancy Companies: BPCM/Obviously
Agency: Ogilvy, New York
Agency President: Darla Price
Global Chief Creative Officer: Liz Taylor
Creative Directors: Alex Holm/Avi Steinbach
Creative: Rachel Frederick
Senior Copywriter: Aron Ramstedt
Senior Art Director: Frans Ahlberg
Agency Principal Experience Designer: Catalina Vela
Agency Senior Producer: Regan Wallace
Agency Heads of Production: George Sholley/Jessica Nugent
Agency Social Community Manager: Victoria Masterson
Agency Account Supervisor: Mia Kain
Ogilvy NA CCO & NA President: Chris Beresford-Hill
Ogilvy New York Managing Director: Tina Galley
Ogilvy New York Chief Creative Officer: Samira Ansari
Ogilvy New York Social Associate Creative Director: Victoria Treble
Ogilvy New York Associate Design Director: Christina Hillman
Ogilvy New York Group Executive Producer: Marisa Bursteen
Ogilvy New York Executive Group Director: Liesl Lipford
Ogilvy New York Associate Director of Data Strategy: Diana Budman
Ogilvy New York Account Supervisor: Sally Gibb
Ogilvy New York Director Community Management and Engagement: Kristina Prickett
Ogilvy New York Senior Vice President, PR: Kappie Kopp
Ogilvy New York Influencer Strategist: Yasmin Koo
Ogilvy New York Senior Social Strategist: Ben Greengrass/Sakshi Kabra
Ogilvy New York Influencer Associate Director: Sherri Schubert
Ogilvy New York Content Creator, Social: Allison McIntosh
Ogilvy New York Program Director: Alan Gutman
Ogilvy New York Director of Operations and Delivery: Lisa Boyd
Ogilvy Healthworld New York VP Planner: Carlos Dorenbaum
Production Company: Prettybird
Directors: Tim Heidecker/Eric Wareheim - The American comedy duo known as Tim & Eric
Executive Producer: Suzanne Hargrove
Post-Production Companies: Blacksmith/Heard City
Edit Facility: Mackcut
Editor: Ian Mackenzie
Music Production Company: Lealand, London

Description:
How does CeraVe, a clinical skincare brand developed by dermatologists, become a global cultural phenomenon?

By creating an internet conspiracy that the brand was actually created by actor Michael Cera. But Michael isn't on social media.

So we orchestrated a multi-platform influencer-led campaign to spark a global debate. Then, the internet ran with it. For four-weeks, we were front and center in culture. 400+ influencers organically weighed in about the skincare conspiracy. While most Super Bowl commercials are the hero, ours was the culmination of a worldwide conversation with 15.4B impressions BEFORE the spot even aired.