To communicate its new positioning that aims to encourage freedom of expression through colors,Riskbring the campaign“Celebrate Your Most Colorful Self”signed by Ampfy. The brand’s purpose is to promote the breaking of paradigms that are associated with colors, as a way of deconstructing prejudices regarding the use of nail polish.
It’s not new that people are judged by the color of nail polish they use. A bride wearing red nails denotes “daring”, a lady with multicolored nails is “exaggerated”, a biker with white is very “delicate”, black is “gothic”, and pink is for “ little girl” are some of the concepts that are commonly associated with colors, stereotyping who uses them, represented in the campaign film.
Risqué increasingly wants to potentiate the discourse that colors do not have specific meanings or occasions to be used. For this reason, the brand wants to reinforce that it is not necessary to surrender to rooted speeches, nor limit the use of nail color, but to be free to choose the shade you want as a form of revolution and expression.
“We want to make an impact so that we can celebrate the diversity of nail colors without being judged by stereotypes. We have more than 100 colors in our portfolio so that everyone feels represented. We are working to encourage more and more our consumers’ freedom of choice, breaking the paradigms that are associated with colors so that they can choose the tones they want in their own way, without patterns, celebrating their most colorful self”, reiterates Regiane Bueno , Vice President of Marketing for the Coty Group in Brazil.
This is the mood of the campaign film, which shows five women of different styles and ages, representing the strength and power to choose how to express personalities, desires and desires with the colors they want, free from prejudice and stereotypes of the use of colors on nails.
New positioning
During his career, Risqué has been investing in a continuous process of breaking prejudices in relation to the use of colors in nails. In other campaigns, the brand always expresses a request for a change in standards, sisterhood and acceptance of the most different styles, encouraging freedom of expression. Colors must convey the meanings that each one wants to give in their own way, based on their experiences, breaking imposed rules and stereotypes.
The entire essence and positioning of Risqué are conveyed in the new collections and in the shades of the nail polishes, communicating everyday messages, encouraging consumers to think more inclusively to break down barriers.
To support people to use nail polish shades as a tool for inspiration, expression and resistance against judgments, conveying a sensation of explosion of colors, with a lot of vibration and energy, the campaign conceived and executed by Ampfy will be available on social networks and on YouTube. Risqué officer. In addition to the main message, the communication strategy also aims to perpetuate credentials of innovation, modernity and daring, emphasizing that colors do not define us.
“O ‘Celebrate Your Most Colorful Self’, is about how we can and should question these judgments that society imposes on us, especially with regard to colors. We want to reinforce this positioning in a modern, pop and Risqué style. The film is a provocation, but it is also an incentive for women, together, to put a stop to these clichés. Colors do not define us, they are there at the service of freedom of expression”, reinforces Dogura Kozonoe, ECD at Ampfy.
Datasheet
Agency: Ampfy
Client: Risqué
Product: Institutional
Project: Celebrate your most colorful self
CEO: Andre Chueri
CCO: Fred Siqueira
CSO: Gabriel Borges
COO: Douglas Bocalão
ECD: Dogura Kozonoe
CD: Bruno Érnica
Creation: Renato Picolo, Juliana Coelho and Beatriz Helena
Customer Service Director: Barbara Gava Rodrigues
Attendance: Mariana Andrade and Gabriela Nogueira Dias
Head of Planning: Luciana Padovani
Planning Director: Augusto Leme
Planning: Juliana Padula
Head of Media: Sérgio Brotto
Media: Douglas Martinelli and Isabelle Bonfim
Content Supervisor: Vanessa Brito
Community Manager: Jacqueline Martins
Customer Service Analyst: Thiago Patrick and Lorena Lobo
Operations: Gabriel Kuhlmann
RTVC: Murillo Moretti, Carolina Florentino, Ana Sampaio, Nicole Thedin and Bianca Aguiar
Approval: Regiane Bueno, Paulo Carneiro, Beatriz Rolfsen, Isabel Barreto, Julia Ortiz, Fernanda Carotenuto and Flávio Barolli
Film producer: Corazon Films
Directed by: Daisies
Director of photography: Bertolucci
Assistant Director I: Ariela Hertel
Assistant Director II: Chia Rodriguez
Executive direction: Renato Chabuh and Igor Ferreira
Attendance: Jessy Thomaz and Carol Azambuja
Art Direction: Barbara Besouchet
Production coordinator: Ju Sigolo
Coordinating assistants: Daniela Mazer and Bruno Flores
Production Director: Daniel Sigolo
Post production coordinator: Nayala Kols
Editor: Bruna Abubakir
Finishing: Studio Horde
Finisher: Miguel Lima
Color: Acauan Pastore
Produtora 3D: Clan VFX
Executive Producer: Luiz Adriano and Monica Delfini
Postgraduate coordinator: Tania Ripardo
Sound Producer: Jamute
Executive Sound Producer: James Pinto
Producer: James Pinto and Marcos Vaz
Sound engineer: Fernanda Galetti, Otavio Bertolo and Rafael Laurenti
Attendance: Kiki Eisenbraum, Sabrina Geraissate and Erika Santana
Coordination: Juliana Zuppo and Leo Vieira
Speaker: Maira Chasseraeux
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