Unilever

Engaging Stars to Create a Bright Future for Future Generations

Leadership In Action

Overview:

Following a high-profile launch with superstar and new mom Fergie, Unilever’s Project Sunlight continued its mission to inspire a brighter future for children by sponsoring the 2014 Film Independent Spirit Awards Arrivals Show. Instead of the traditional red carpet, Unilever introduced the “Yellow Carpet” — a powerful visual shift designed to spotlight acts of goodness during awards season. With actress and activist Sarah Michelle Gellar as the celebrity ambassador, Project Sunlight invited Hollywood’s biggest stars to share how they’re helping to build a brighter future — blending glitz with impact.

Strategic Approach:

This activation strategically leveraged a cultural tentpole moment — awards season — to deliver an unexpected, values-driven message in a space usually reserved for fashion commentary.

  • A Cultural Flip: By replacing the red carpet with a vibrant yellow one, Unilever Project Sunlight created a meaningful juxtaposition — placing kindness and community action center stage during a highly visible Hollywood moment.

  • Celebrity-Led Storytelling: With Sarah Michelle Gellar serving as the campaign’s ambassador, Unilever added authenticity and emotional resonance to the experience. She conducted media interviews and engaged stars on the carpet about their personal hopes and efforts to create a #BrightFuture for future generations.

  • Real-Time Content Creation: Knowing the pace of media coverage, the team captured and distributed content from the yellow carpet almost immediately — inserting Unilever into awards-night buzz across earned and social media.

  • Positive Disruption: Rather than promoting a single product, the campaign elevated Unilever’s broader purpose-led platform by inviting talent to share optimistic, heartfelt reflections about the world they want to help create.

Key Results:

40+ celebrities visited the Yellow Carpet, including Matthew McConaughey and Steve McQueen:

  • 4 national broadcast interviews featuring Sarah Michelle Gellar extended the campaign message beyond the event.

  • 1 billion+ total program impressions across public relations and social media.

  • Successfully embedded Unilever’s purpose-driven messaging into real-time awards season coverage.

  • Earned coverage across top entertainment, lifestyle and cause-based verticals.

  • Demonstrated that super focused, agile storytelling could outperform traditional celebrity activations.

Individual Contributions:

  • Played a key role in driving the campaign’s social-first execution through seamless client management and inter-agency collaboration.

  • Supported real-time content creation, community engagement and rapid response publishing during the activation.

  • Managed measurement and reporting efforts to track impact across owned, earned and paid.

  • Mentored junior team members on social strategy and content development, ensuring consistency, creativity and alignment with Unilever’s purpose-led messaging.