Objectives

• Get people talking about But at a key point in the year… and help everyone find ways not to mask their good mood during the (unusual) 2020 holiday season.

Approach

• A fun campaign around the “ugly Christmas mask” (take-off on the ugly Christmas jumper). Mindoza launched the first collection of ugly Christmas masks for But! In detail:

1. Cloth masks available to win via influencers or for sale online

2. Masks that people can try on in augmented reality on the brand’s Instagram account

3. A solidarity component But pledges to donate €5,000 to the charity organisation Emmaus Défi, which works to relocate families develop innovative ways of integrating people