ADCN Awards
Getting Ready
Agency Pink Rabbit / Amsterdam + LePub / Milan + Movie Magic Int. / Milan + Juul Op den Kamp / Amsterdam
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Category
Impact
Annual ID
ADCN25_N014F
Project Summary
A short film for Sephora to help young women recognize early signs of violence in toxic relationships, empowering them and encouraging self-expression.
Idea
The idea was inspired by data from a study conducted with a sample of 7,173 women in Turkey, the United Kingdom, Italy, the Philippines, Poland, Romania, and South Africa, which revealed that 1 in 3 women feel controlled by their partners when it comes to makeup.
Since many young women still do not recognize this behavior as a red flag, the concept of our campaign was to shine a spotlight on the early signs of violence, as control over makeup is one of them.
The innovation in our approach, which sets this campaign apart from most initiatives aimed at eliminating violence against women, was raising awareness before the violence escalates into physical abuse - the point where it’s often too late.
Since many young women still do not recognize this behavior as a red flag, the concept of our campaign was to shine a spotlight on the early signs of violence, as control over makeup is one of them.
The innovation in our approach, which sets this campaign apart from most initiatives aimed at eliminating violence against women, was raising awareness before the violence escalates into physical abuse - the point where it’s often too late.
Execution
The film was developed around the "getting ready" moment, that time when a woman prepares to express herself at her best for a night out. A positive moment that, to the viewers' great surprise, reveals the reality of control in which the protagonist lives.
Collaborating with DOP Myrthe Mosterman, director Juul Op den Kamp crafted a semi-documentary style to enhance authenticity, focusing on her raw emotional journey. The casting prioritized an actress capable of embodying the complexity of the role, while smooth camera movements alternated between naturalistic and dreamlike tones to reflect her evolving emotions.
To highlight how victims often romanticize their experiences, the film transitions from her subjective world to an objective perspective. It begins by observing her from a distance, shifts into her headspace to immerse viewers in her emotions, and concludes with an external view as she leaves, symbolizing her psychological imprisonment. While most women put on makeup to go outside, in this case, the girl is free to truly express herself when she’s at home.
The narrative unfolds in a simple city apartment, chosen for its relatability to the target audience. A famous rock ballad accompanies her moment of self-expression, which is unexpectedly interrupted by the arrival of her controlling partner.
In the film, makeup and colorful clothes represent her vibrant, authentic self. This contrast emphasizes the difference between her joyful, carefree identity and the constrained version shaped by control, highlighting the emotional impact of controlling relationships and the urgent need for awareness and empowerment.
Collaborating with DOP Myrthe Mosterman, director Juul Op den Kamp crafted a semi-documentary style to enhance authenticity, focusing on her raw emotional journey. The casting prioritized an actress capable of embodying the complexity of the role, while smooth camera movements alternated between naturalistic and dreamlike tones to reflect her evolving emotions.
To highlight how victims often romanticize their experiences, the film transitions from her subjective world to an objective perspective. It begins by observing her from a distance, shifts into her headspace to immerse viewers in her emotions, and concludes with an external view as she leaves, symbolizing her psychological imprisonment. While most women put on makeup to go outside, in this case, the girl is free to truly express herself when she’s at home.
The narrative unfolds in a simple city apartment, chosen for its relatability to the target audience. A famous rock ballad accompanies her moment of self-expression, which is unexpectedly interrupted by the arrival of her controlling partner.
In the film, makeup and colorful clothes represent her vibrant, authentic self. This contrast emphasizes the difference between her joyful, carefree identity and the constrained version shaped by control, highlighting the emotional impact of controlling relationships and the urgent need for awareness and empowerment.
Impact
The campaign addresses an often-overlooked aspect of domestic violence: the subtle, early signs of psychological abuse. Many viewers found the portrayal of controlling behaviors relatable and eye-opening, sparking meaningful conversations about recognizing early signs of abuse in relationships. By focusing on the emotional journey of a young woman, the film established a genuine connection with Sephora’s core audience, encouraging them to embrace their authenticity and prioritize their well-being.
The impact extended beyond individual behavior. Social media engagement revealed women sharing their own experiences and reflecting on patterns in their relationships using the campaign’s hashtags. The campaign raised awareness and fostered a sense of community and mutual understanding.
Additionally, it shed light on subtle abuse. The statistic that 1 in 3 women feel controlled by their partners highlighted the gravity of the issue. Through its thoughtful storytelling and visuals, the campaign encouraged self-reflection and inspired behavioral shifts in recognizing and addressing psychological abuse.
The impact extended beyond individual behavior. Social media engagement revealed women sharing their own experiences and reflecting on patterns in their relationships using the campaign’s hashtags. The campaign raised awareness and fostered a sense of community and mutual understanding.
Additionally, it shed light on subtle abuse. The statistic that 1 in 3 women feel controlled by their partners highlighted the gravity of the issue. Through its thoughtful storytelling and visuals, the campaign encouraged self-reflection and inspired behavioral shifts in recognizing and addressing psychological abuse.
2025 Awards
Total Points: 1
Finalist Lamp
Credits
Agency
LePub / Milan
Production Company
PINK RABBIT / Amsterdam
Movie Magic Int. / Milan
Group Creative Director
Marie Poumeyrol
Director of Photography
Myrthe Mosterman
Editor
Eleonora Cao
Film Director
Juul Op den Kamp
Freelancer
Juul Op den Kamp / Amsterdam
Producer
Camilla Sangermani
Minou Hiemstra
Executive Producer
Annalisa De Maria
Niels Visser
Colourist
Matthieu Toilet
Music
Sizzer Amsterdam
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