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MAC Cosmetics Invites You to Party on Instagram

Wunderman Thompson Argentina created over 100 videos on Instagram to create a real time party

MAC Cosmetics Invites You to Party on Instagram

Parties packed with celebrities and magazine cover personalities are no longer private and exclusive.  M.A.C Cosmetics, the world authority in professional makeup, has just announced its Official Store in Mercado Libre, the largest e-commerce platform in Latin America. The beauty company offers all its products on this platform. The celebration of the store’s opening was a full digital party. The event had live performances of local bands, celebrities, bartenders and more. 

To live through the different experiences, Wunderman Thompson Argentina created a user interface where users could click on and move through tags on Instagram. More than 22 Instagram profiles were created and over 100 videos were shot in order to generate the feeling in real time. In addition, anyone who wanted to could buy the entire M.A.C product line directly from the Instagram posts.

“M.A.C Cosmetics is the first beauty brand that talked about inclusion and diversity. Its’ forcefulness and coherence has to do with the fact that this way of addressing and communicating with people is born with the brand and is part of its DNA. Today we speak again from that DNA to remind consumers of who we are and where we came from,” said Mariana Bogado sales and marketing rr. manager Mac Cosmetics Argentina. 

“We know what a brand like M.A.C Cosmetics represents to the world and how they approach their communication of inclusion and diversity. We knew we needed to create a ground-breaking launch, a celebration unlike the Met Gala or the Oscars, where everyone wants to attend but no one can. In this case, everyone was able to come. We created a unique digital all access experience, with hundreds of creative assets treated in a way in which only a brand such as M.A.C Cosmetics could do it,” said Patán Tarazaga and Dany Minaker, CCO´s at Wunderman Thompson Latam. 

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Creative Credits

Agency: Wunderman Thompson Argentina

Advertiser: M·A·C Cosmetics


Executive Creative Director: Dany Minaker, Sebastián Tarazaga

Creative Director: Andy Ventura

Creative Team: Gene Luis, Micaela Loiacono, Maria Emilse Lewis

Agency Producer: Maite Orlievsky

Customer Service Director: Eliana Kaplan

Account Direction: Dana di Lello

Account: Ramiro Pannunzio

Head of Social Media: Gabriela Gardini

Head of art: Fernando Rossini

Data and analytics lead: Sol Brero

Technology director: Mercedes Aizawa

Creative coordination: Paula Akel

Editor: Leandro Ramirez

Community Manager: Marina Etchegoyen, Silvio Gardini, Agustina Celesti, Carolina Bardelli


Production Company: Rebolución

Directors: Juliet, Poli, Sofia Malamute

Executive Producer: Santiago Aicardi, Tomás Pérez Silva

Producer: Martín Busel

Director of Photography: Sebastián Cantillo, Santiago Cantillo

Art Director: Lucas Marinesco

Colour: Anahí Piccinin

Costume Designer: Gina Garbini

Post Production

Post Production: MyM

Sound post production: Porta

Make-up Artist: Daiana González

Advertiser Supervisor: Mariana Bogado, Maria Sol Otero, Ailin Gatto

Music: Violeta Music Studio

Category: Beauty & Health , Makeup

Genre: Fashion & Beauty