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Rolls out short film with stylist and a special message.
October 13, 2011
By: TOM BRANNA
Editor
In a nod to the power of social media, MAC is wrapping up its latest Viva Glam awareness campaign with a special event by spokesperson Lady Gaga. Along with her stylist Nicola Formichetti, the pop star rolled out a short film on www.vivaglam.com and on the brand’s Facebook page. In the piece, participants contributed self-portraits, shared information about HIV/AIDS and encouraged friends to “live with passion and love with protection” across their personal social networks, according to the company. Thousands of people participated and the stylist chose select images to incorporate in the design of The Masterpiece, a dress that Lady Gaga reveals in the film. Additionally, it celebrates the success of Lady Gaga’s Viva Glam campaign, which has helped to raise $55 million for the MAC AIDS Fund over the past two years. In February 2011, Gaga set the goal of raising $250 million for the MAC AIDS Fund by the XIX International AIDS conference in July 2012.
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