Estée Lauder Companies | Breast Cancer Campaign 2025

How does a selfie become a statement? By showing your face as a symbolic pledge to a shared cause. That’s exactly what Live Lab achieved with the Breast Cancer Campaign 2025 for Estée Lauder Companies Switzerland: over a period of four weeks, selfies could be uploaded and fitted with a filter. In addition, instant donations could be made. In return, participants received a personalized image in the campaign style – ready to be shared on social media.

With each post, the digital echo grew until hundreds of images formed an impressive mosaic: the iconic pink ribbon, composed of the faces of a community that identifies with Estée Lauder Companies’ commitment to breast cancer research. This artwork  was displayed as a huge facade installation at the 25hours Hotel Langstrasse and formed the centrepiece of the campaign.

Instagram turned pink, LinkedIn became emotional, and the community became visible. The Langstrasse was bathed in a pink glow as guests gathered for the campaign event. The unveiling of the façade installation received support from press, influencers, partners, and many other participants , all sending a strong message in support of breast cancer research. Not only could donations be made on site, but participants could also get actively involved with a photo booth, preventive health services such as breast examinations, and a raffle to benefit research.

The initiative did not end with the installation: the artwork’s material was turned into bags, which are now being sold to continue raising funds for breast cancer research. Personal contributions thus became a tangible symbol, and the digital project turned into a sustainable commitment.

Live Lab not only developed the creative concept and design but was also responsible for the technical implementation of the microsite. In addition, the team coordinated community management and realized the event, including all organizational and production processes on site.