Allergan Juvederm All of You

When we say “fillers” people see trout pout, insta face, pillow cheeks – creating stigma, judgement and negative perceptions.

​We needed to normalize the whole category, so the All of You Campaign showed portraits of real users, looking like themselves in real scenarios, staying clear of the stigma associated with the category.

​Juvederm has spearheaded the normalisation of the category – giving permission for millions of patients across the world to speak to their practitioners about the right treatment plan for their goals.​