Iconic brand Revlon has today launched a social video content campaign for their 24hour ColorStay Foundation, aimed at connecting with millennials and conveying the fast paced 24-hour lifestyle they lead.
Developed by Content Agency Emotive, the campaign is titled #GoSlay with ColorStay™ and features Australian actress and rising star, Isabelle Cornish.
Andrew Cameron, Creative Director, Emotive said: “The #GoSlay with ColorStay™ platform was born from a desire to inspire and empower woman to make the most of every day by doing what they love and doing it well. We wanted to connect with their core target in a social, relatable and engaging way.”
In this 2 minute video, Revlon challenges Isabelle Cornish to put the ColorStay 24hour long wear foundation to the test and hit the streets of New York City. We see Isabelle combing the vibrant streets as she attempts to seek out and photograph the women who were slaying it in their own way. The catch? Unbeknown to Isabelle, her photos were put up on the big screen in Times Square.
The video celebrates the inspiring women of NYC, while also empowering women to own their success, embody goals and generally kick ass. The incredible photos of these NYC women perfectly captured the spirit of the #GoSlay mantra.
Marisa Laria, Senior Brand Manager, Revlon said: “Revlon ColorStay™ foundation is absolutely iconic and has been the leader in long wear since the 1990’s however, there are millennials who are unaware of the 24hour technology. So we wanted to create something that would cut through and appeal to a younger audience in a less traditional way. The campaign message ‘GoSlay’ is a challenge not only for our millennial Isabelle but for all women to slay all day, push their limits, embrace their unique qualities and focus on their passions. So I hope we have inspired women to do just this.”
The campaign launches nationally on Wednesday 19th July, rolling out across YouTube, Facebook, Instagram, Tumblr, Snapchat and Twitter via both Revlon and Isabelle’s channels.
Client: Kaitlin Rady & Marisa Laria, Revlon
Creative & Production Agency: Emotive
Digital Amplification: Emotive
Creative Director: Andrew Cameron
Senior Producer: Lee-Ann Hyman
Local New York Producer: Tim Duffy
DOP: Evan Papageorgiou
Photographer: Lynda Churilla
Editor: Uthayan Selvaraj
Activations Director: Sarah Clifton