Kiehl’s Since 1851 x Zoolander 2:

The Derek Zoolander Center for People Who Don’t Age Good

The challenge: Drive global brand awareness for Kiehl’s through a celebrity partnership that’s anything but expected.

The problem behind the challenge: Kiehl’s is serious skincare, but sometimes skincare can be taken too seriously.

The insight: Aging is not a friendly issue. It’s no casual topic or dinner table conversation. It’s a really, really, really serious matter.

The vision: Combine Kiehl’s 165 years of scientific knowledge with the single greatest mind in the universe to create The Derek Zoolander Center For People Who Don’t Age Good, and make aging wish it had never been born.

Results: From pop-up and digital experiences to celebrity testimonials, the worldwide integrated campaign garnered $6.5 million in earned media and over 900 million impressions. All without spending a single cent on paid media.