Revlon encourages women to #GoSlay with ColorStay in social video campaign via Emotive
Revlon has today launched a social video content campaign via Emotive, for its 24hour ColorStay Foundation, aimed at connecting with millennials and conveying the fast paced 24-hour lifestyle they lead.
The campaign is titled #GoSlay with ColorStay and features Australian actress and rising star, Isabelle Cornish.
Says Andrew Cameron, creative director, Emotive: “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 Cornish to put the ColorStay 24hour long wear foundation to the test and hit the streets of New York City. Viewers see Cornish 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 Cornish, 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.
Says Marisa Laria, senior brand manager, Revlon: “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 today (Wednesday 19th July), rolling out across YouTube, Facebook, Instagram, Tumblr, Snapchat and Twitter via both Revlon and Cornish’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
4 Comments
I wear this make up. This campaign does not move me. Does not make me want to continue wearing it. And does not get me to even relate. I’m Australian. Why is this in America? Why will anyone care about this in the slightest? Worst content ever. Show me Australian women doing outstanding things for the world. Not for Instagram. Inspire me. Thank you.
More like slay everyone associated
Good on Revlon for promoting the awesomeness of woman!
Um, these guys know what Slay means in Australian, right?
As in I totally slayed that guy the other night?