Say it loud. Wear it louder.

Mina wanted a campaign strategy that would bring their ethos of disruptive, democratic beauty to life, one that pushed beyond product to champion positivity, inclusivity, and true self‑expression. They needed a way to give every individual the confidence to own their voice in a beauty landscape.

We built a campaign strategy rooted in the resilient spirit of Mina’s lipstick, transforming it from a cosmetic into a symbol of courage and self‑belief. Through bold storytelling and empowering messaging, we created a platform that encouraged people of all genders to stand out, speak up, and express what matters to them, whether their voice whispers or roars.

Our campaign strategy amplified 3ina’s mission to make beauty a movement, not a mould. By celebrating individuality and giving wearers permission to be unapologetically themselves, we strengthened emotional connection with the brand and reinforced its commitment to ensuring everyone feels seen, heard, and confidently expressive.