Big Duck Energy
<NYX Professional Makeup>

Hollywood is full of BDE (Big Dick Energy) so in a playful twist, for the launch of NYX’s Duck Plump lip plumper, we gave the Hollywood sign some Big Duck Energy with a fake makeover followed by global activations.

America's #1 Lip Gloss Brand went full volume with the launch of Duck Plump Extreme Sensation lip plumper on social media. NYX was born in Hollywood, a place teeming with BDE. As an inclusive brand, NYX wanted to challenge Hollywood’s old-school Big Dick Energy and inject it with some Big Duck Energy, making BDE a little less binary.

We ‘leaked’ videos of three beauty influencers discovering giant rubber ducks wth plumped lips taking over the Hollywood sign. But was the stunt real or fake? The launch went viral with top beauty vloggers, Instagram stars, and millions of fans commenting on the stunt with plumped lips mouthing ‘What the Duck?’ The brand then followed with a mix of IRL and CGI ducks flying into locations around the world. This led to a 1100% increase in engagement on TikTok and 242% increase on retail click-thru rates on Meta, establishing NYX as the leader in the lip gloss category globally.

Director: Jake Scott //Ridley Scott Productions

Stunt Film

Stunt Teaser