Fitting a whole lipstick line into one story: let colour be the lead, not a detail.
The Avon Ultra line doesn't just offer a wide range of colours, it also comes in three different finishes: creamy, matte and glossy. Presenting all of that in a single piece called for a narrative that pulled variety, product differentiator and brand attitude into one visual universe.
We went for a girly, contemporary mood, where the lipstick becomes the ally that goes along with any plan, from the everyday to the extraordinary. The hero piece works as the mother of the system and organises a campaign that lives on TV, social, digital, out of home and print, with the same aesthetic at every touchpoint. Production was with Oruga Films.
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