The campaign, designed by Ampfy and made in partnership with MField, stars Enzo Celulari, Astrid Fontenelle and Fernanda Gentil
Risqu launched a campaign to reinforce its positioning “Celebrate your most colorful self”, starring Astrid Fontenelle, Fernanda Gentil and Enzo Celulari.
The personalities manifesto, designed and executed by Ampfy in partnership with MField, aims to reinforce that there is no need to surrender to rooted discourses, nor limit the use of specific colors on nails and show that people are free to choose the tonality they want. want as a form of expression.
We want to make an impact on consumers, so that we can celebrate the diversity of nail colors, freedom of expression, without judgments and taboos. In this second stage of our campaign, we counted on Enzo, Astrid and Fernanda to show this breakdown of stereotypes in practice. We couldn’t count on a better squad to reinforce our commitment, commented Regiane Bueno, Vice President of Marketing for the Coty Group in Brazil.
The choice for the personalities that star in the campaign has a reason. Enzo Celulari was already the victim of prejudiced comments when he appeared with painted nails for the first time. Astrid Fontenelle, on the other hand, often promotes necessary conversations about ageism and Fernanda Gentil, in turn, shows every day that women are strong and that they can occupy any position they want.
For this Risqu campaign, we selected names that synergized with the main motto of the Celebrate Your Most Colorful Self action. Although different from each other, the three contribute to the discussion about color stereotypes proposed by the brand. Maintaining the singularity of reaching, in a natural, assertive and genuine way, its various audiences”, added Fabiana Sposito Puglia, Head of Customer Service at MField.
