Film created by the agency Wieden+Kennedy SP stars actress Camila Queiroz
Eudora presented a campaign starring actress Camila Queiroz for the launch of the first 100% customizable lipstick, transforming the item into a fashion accessory.
The film, created by the agency Wieden+Kennedy SP, begins with Camila Queiroz choosing her fashion icon, holding the lipstick, revealing details of the texture, color and shape of the product as she rotates it. A spiral staircase then appears, replicating the rotation of the lipstick and suggesting an immersion into the universe of this item. As the actress climbs the steps, visual transformations are noticed, such as the walls changing color, handrails morphing and the scenery transforming, highlighting the various prints of the cases that the launch offers. Upon reaching the top, the actress observes the movement below while the camera descends through the gap in the staircase, returning to the beginning where the lipstick was first rotated.
“For the campaign, we looked for a metaphor that conveyed the idea of possibilities. To do this, we drew a parallel between the rotation of the lipstick and the movement of a spiral staircase,” explains Ariane Polvani, creative director at Wieden+Kennedy SP
In addition to the film, the strategy includes out of home media, fake out of home, social media with influencer activations and other pieces.
