Priceline Pharmacy has continued to build on the success of its 100% Woman brand platform with a new ‘100% Beauty’ execution created by Ogilvy Melbourne.
The new film launches across multiple TV and digital networks this week as a part of the ‘Beauty of You’ campaign.
Using a combination of real women together with Priceline ambassadors Ita Buttrose, Ada Nicodemou and Sam Harris, the latest spot features snapshots of Australian women engaging in their own unique beauty moments and rituals with the help of Priceline products.
Mark O’Keefe, general manager of marketing at Priceline Pharmacy, said: “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.”
David Ponce de León, executive creative director at Ogilvy Melbourne, said: “By focusing on beauty for this campaign, we were able to showcase those unique moments in the 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.”
Priceline’s 100% Woman platform first launched in October 2016. Past executions in the campaign include health-focused spots and, most recently, a celebration of Priceline’s partnerships with women in sport.
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