#FinishStrong: Avon and ATN Unite in New Long-Lasting Lip Tattoo Stain Campaign
Avon will today unveil a new 2-in-1, long-lasting lip stain, with an upbeat out-of-home, digital and social campaign from AllTogetherNow.
The #FinishStrong campaign marks AllTogetherNow’s first beauty launch for Avon, after the agency picked up the global corporate digital business for the beauty giant earlier this year.
The creative, led by Creative Director Sam Willard, explores new territories for the Avon brand with scenes of fun and mischievousness – aiming to grab the attention of mark’s 18-30 year-old target audience. From an early morning food fight in a London café, to late night trolley-racing in a rooftop car park – the two ads aim to challenge the norms of beauty advertising.
The driving message of the campaign is that the product is designed to last “wherever the night takes you” – making it perfect for day-to-night-time use.
It will roll out across VOD, DOOH, display and social – supported by influencer activity. Influencers have been briefed to create Instagram Stories of a night out – the twist being that the nights play out in reverse – a selfie at the end of the night showing their lips looking fabulous – proving the product’s long-lasting qualities.
Stephen Rendu, Director of Beauty and Advertising at Avon, said: “At Avon we believe makeup should be high performing and fun and AllTogetherNow have really captured this sentiment in this fantastic campaign for Lip Tattoo. We’re excited by the new direction this campaign takes the brand in, and we’re confident this will grab our audience’s attention.
Sam Willard, Creative Director at AllTogetherNow, said: “We’re excited to have created this bold campaign for Avon. It really starts to set them apart from other beauty brands and we’ve had a lot of fun working on this.”
Senior Associate Planer: Emma Carvell
Social Media Manager: Emily Lewis
Creative Agency: AllTogetherNow
Creative Director: Sam Willard
Account Executive: Nikita Spice
Business Director: Tom Sutton
Creatives team: Hayley Hammond, Jane Reader, Jo Griffin, Fran Liu
Account Director: Jessica Bailey
Head of Art Buying: Emma Modler
Client Service Director: Jason Andrews
Senior Producer: Ben Murray
Head of Planning: Mike Phillips
Planners: Isabel Day
Producers: Miles Wilkes & Rhys Evans
Account Managers: Sam Parker
Photographer: Julia Kennedy
Managing Director: Steve Parker
Media Agency: M/Six
Production Company: Alumina
Director: Courtney Phillips, Oliver Briginshaw & Olly Ginelli
DOP: Dan Stafford-Clark & Phil Thomas
Audio Post Production: Scramble
Edit Company: tenthree
Editor: Amanda Jenkins
Post Production / VFX
Post Production Company: Raised by Wolves
Grade: Vic Parker
Designers: Sean McCarthy, Stuart Foy