Urban Decay

Urban Decay's All Nighter Setting Spray we set out to re-establish the setting spray as ‘that girl’ status in a crowded setting-spray market, proving its long-lasting performance claim wasn't just a tagline but something that could hold up under real, extreme conditions.

We introduced a cast of 17 "High Performance Bratletes"; drag queens, DJs, gamers, wrestlers and even an Olympian,  performers whose careers and lifestyles put endurance to the test daily. 

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Rooted in Urban Decay's rebellious spirit, the campaign let high-energy environments do the proving, rather than relying on a beauty-industry claim audiences had learned to tune out.

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The campaign got people talking, delivering a 4.6% engagement rate (well above the 3% category benchmark) while achieving exceptional cost efficiency throughout the campaign.