Priceline builds on 100% Woman platform celebrating women’s beauty
Priceline is celebrating women’s beauty routines and moments in a new ad which builds on its ‘100% Woman’ platform.
‘Beauty of You’, by Ogilvy Melbourne, aims to capture the diverse range of women who strive to be beautiful, with the help of Priceline’s products.
It features snapshots of women, including Priceline ambassadors Ita Buttrose, Ada Nicodemou and Sam Harris, putting make up on.
Each clip is partnered with statistics, such as ‘81% have a signature scent’, ‘13% embrace the grey’ and ‘86% love beauty advice.’
The latest piece of work follows on from Priceline’s women’s platform launch, which was set to the 1970s hit, Girls, Girls, Girls.
Past executions focused on health and women in sport.
David Ponce de Leon, executive creative director at Ogilvy Melbourne said the focus was showcasing unique moments in routines of Australian women.
“With beauty in mind, we partnered with renowned director Ash Bolland to bring these stories to life. We were after an artistic sensibility to women and beauty that only he could deliver.”
Mark O’Keefe, Priceline Pharmacy’s general manager of marketing said different ideas of beauty was something worth celebrating.
“With three million Australian women shopping at Priceline every month, we have built our business around the understanding that women are not one dimensional. They are career women, mothers, teenagers, grandmothers, students. They come from all different backgrounds and ethnicities.
“They all have a different idea of what beauty means to them and those insights are important to us and worth celebrating.
“Women come to Priceline Pharmacy for the day-to- day essentials, for health products and advice and for gifts. But they also come to our stores for the professional beauty inspiration and advice from our beauty experts,” he said.
The campaign will run across TV and digital.
Credits:
- Executive Creative Director: David Ponce de León
- Creative Director: Josh Murrell
- Creative Director: Sharon Condy
- Art Director: Suraiya Lorenz
- Copywriter: Carly Dallwitz
- Group Account Director: Jessica Park
- Account Director: Chad Whatcott
- Senior Account Manager: Jessica Graham
- Senior Producer: Charlotte Griffiths
- Production Company: Interrogate
- Director: Ash Bolland
- Executive: Producer: Tara Riddell
- DOP: Lachlan Milne
- Offline: Arc Edit
- Online: Alt VFX
