OPI champions women breaking gender stereotypes in digital campaign for IWD
Nail care brand OPI has partnered with three influential women who are challenging outdated gender stereotypes in a new campaign for International Women’s Day produced in collaboration with 35 Degrees North and The Woodshed.
The ‘my colour’ campaign is encapsulated in a content series directed by Justine Moyle that features Collingwood AFLW star Sabrina Frederick, LGBTQIA+ advocate and model Riley Minford and sustainable olive farmer Sam Meron.
The campaign is built around the concept of colour as a representation of self, with each woman speaking to how they relate to their chosen OPI colour.
“Working with OPI, Sabrina, Riley, and Sam was an opportunity to look at redefining what femininity and being a woman means, to remind women they don’t have to ask permission to be themselves. The campaign is about remarkable women doing incredible things, highlighting that you don’t need to lose who you are in the process,” said Moyle. “When women share their stories, we all benefit and grow – that’s something really special that can only be portrayed through genuine experience.”
“The importance of representation can’t be underestimated, and we must showcase the voices that accurately embody ALL kinds of women. I want to give young girls the opportunity to be like Sabrina, Riley, and Sam when they grow up because they see themselves reflected in these colourful and charismatic personalities. Being a female footballer who chooses to add a flash of colour to her nails is just as achievable as being an LGBTQIA+ advocate wearing pink and high heels. We want to showcase that even if you’re busy changing the world, its okay to take care of yourself too – a little bit of polish can help you nail that brief, kick that goal, or just show off who you really are.”
The Woodshed’s executive producer Brad Sayers said of Moyer that she was the ‘perfect fit’ for the project: “Justine has the ability to find something that’s very human without being heavy handed.”
The campaign video features each woman describing her favourite OPI colour. For Frederick, this is ‘big apple red’, representing light, power, speed, energy, passion, hard work, determination and love.
“Colour is a symbol and representation of how we feel and the emotions we have as we venture through life. It represents going after what you want, being bold and comfortable in your own skin. When I was really young my first job was working at my mum’s beauty salon and my first task was giving people manicures and pedicures. OPI was the first nail polish I ever used on myself and anyone else, so it’s a full circle moment for me,” said Frederick.
“Sport plays an important role in my life and only recently have we seen the tides shift on giving women in this space a platform to thrive. Being part of this movement isn’t just about now, it’s about the generations to follow – showing them that you can paint your nails and play sport at the same time, it’s not about fitting into a box, it’s about stepping outside of it.”
The campaign is being rolled out for International Women’s Day across owned digital and social channels and will be amplified in paid channels on YouTube as well as Facebook and Instagram ads.
Credits
Client: Wella Company ANZ
Brand: OPI
Marketing and Communications Director, Wella ANZ: Matthew Foster
Commercial Brand Manager, OPI: Lucy Jordan
Digital & Influencer Marketing Manager: Celeste Godoy
Agency: www.35degreesnorth.com.au
Executive Producer: Laethe Holdom
Sabrina Frederick
Agent: Vivid Sport
Riley Minford
Agent: Maxconnectors
Sam Meron
Contact: The Woodshed
Production Company: www.thewoodshed.net.au
Executive Producer: Brad Sayers
Producer: Cara Logue
Director: Justine Moyle
Cinematography: Brad Jarrett
Cam Assist: Matt Chow
Elec Assist: Thomas Ah Khoi
Sound Recordist: Phil Myers
Production Designer / Stylist: Gosia Zabłocką
Hair & Make Up: Mikele Simone & Johnny Beresford
Runner: Anna Cocquerel
Editor: Brad Sayers
Colourist: Matt Campbell
Audio Mix: Justin Flynn
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topics
35 Degrees North
Brad Sayers
International Women's Day
Justine Moyle
OPI
Riley Minford
Sabrina Frederick
Sam Meron
The Woodshed
Wella Company
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