It is a beautiful idea that imagined Mullen Lowe for Ulta Cosmetics.
The agency collaborated with Tracy DeSoto who survived to breast cancer and tells her story.
It is a reversible script, it starts with the beginning of the cancer, Tracy’s fight, then stops and starts again in reverse. It is a beautiful way to show how important the fight is and how the power of will can change fate. And the symbol of the fight is here “the first haircut”. As Ulta explains, “For a survivor, that first haircut is a moment of pride, It’s a symbolic step toward moving forward. It’s a moment to feel like herself again. ”