The Los Angeles-based makeup brand stands for equality and diversity with its colorful personality. With the Brand Purpose and the eponymous campaign “Proud Allies for All”, NYX Professional Makeup is committed to a global network of allied allies, so that everyone receives the support they need. In addition to the important message that everyone should be who they want to be, the campaign shows the importance of supportive people and that everyone can be an “Ally.”
Why participate in the FESTIVAL OF LIGHTS? NYX Professional Makeup wants the LGBTQIA+ community to be heard year-round and get the attention and acceptance in society that it deserves. And where better to present such a statement than centrally and widely visible on the Victory Column? On display was a rainbow-colored, glittering and sparkling play of colors. Sometimes there were clearly defined color squares, sometimes exploding and pulsating color worlds, then the colors blurred harmoniously into each other. The mapping took up the whole monument, so it started under the feet of the “Goldelse”, ran over column and base. The statement “Proud Allies for All” lit up again and again at different positions. The column itself seemed transparent, consisting only of letters that form calls like “GET PROUD AND LOUD WITH US.” At the very top and encased in an “A” for “Ally,” a Pride colored heart glows, creating the logo for the “Proud Allies for All” campaign. In addition to the video mapping on the Berlin landmark, the current campaign video will be aired on the large LED wall that travels through the city during the festival period.
The Berlin Victory Column stands in full view of the Brandenburg Gate, around it circles at any time of day or night a busy car, bike and bus traffic. Visitors to the city and, of course, Berliners are recommended to take a relaxing ride, for example, on the 100 bus of the Berlin public transport company, which has the Victory Column on its tour schedule, along with numerous other light art productions.