The ‘Change the Board Game - So Many Dicks' campaign by e.l.f. Beauty won Gold in Disruption, Silver in OOH, and Gold in Social Purpose at The Drum Awards for Marketing, leveraging bold humor and messaging to spotlight gender and racial disparity in US corporate boardrooms.
The "Change the Board Game - So Many Dicks" campaign by e.l.f. Beauty leveraged bold messaging and humor to expose the stark gender and racial disparity in U.S. corporate boardrooms.
Through 37 strategically placed OOH units, including nine NYSE-facing windowscapes and a placement behind the "Fearless Girl" statue, the campaign demanded visibility and accountability from corporate leadership.
The results were groundbreaking:
By strategically merging OOH advertising with cultural activism, e.l.f. Beauty proved that billboards can do more than advertise—they can challenge power and demand systemic change.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
billups
billups is reinventing out-of-home planning and placement for the performance age. Blending art and science, billups leads the industry with patented scientific...