With BioNike and InTesta your gaze, absolute.

The campaign for the new Absolute mascara is now on air. It enhances the beauty of your gaze while respecting all types of eyes, even the most sensitive.

If you want maximum delicacy but also maximum cosmetic performance for your eyes, don’t stop where every-day mascaras stop. You have to aim higher, to a level that beats comparison with anything else: the absolute.

This is the underlying insight in the BioNike TV campaign, developed by InTesta – Armando Testa Group, for the launch of its new Absolute Mascara, created to guarantee maximum tolerability even for the most sensitive eyes.

The TV campaign, directed by Andrea Marini, leads us into our ethereal and delicate imagination where the beautiful protagonist is looking for something absolutely exceptional to elevate her look. What? Thanks to BioNike’s dermatological experience and scientific innovation, here is a mascara that combines volume, length and curves the latest generation formula, adding to your beauty and respecting even the most sensitive eyes.

Absolute mascara is also enriched with active lash-care making lashes stronger application after application. The innovative curved applicator instantly lifts, curls and lengthens the lashes without clumping, for a fanned-out effect to get an open, uplifted look better than you might ever expect.

We couldn’t not mention the amazing location where the commercial was shot: the iconic Muralla Roja, the famous postmodern building, designed by Spanish architect Ricardo Bofill. A one-of-a-kind structure, composed of a maze of tone-on-tone coloured stairways that intersect, creating a truly spectacular and unforgettable labyrinth effect. The architectural structure also brings to mind the optical design of the Absolute mascara both for the colours and its square shape. But that’s not all. This location also becomes a symbol for the world of cosmetics, where the consumer risks getting disorientated by the range of various products on the market, when really, she is looking for something that never forces her to make compromises concerning her own well-being.

The creativity, featuring the claim “The absolute, for your gaze“ is an invitation to have greater expectations as far as your make-up is concerned. To never settle and always look for the best in terms of delicacy and cosmetic performance by choosing the product (and brand) that best combines both. Absolutely.

The TV campaign is on air in cuts of 20” and 15” and is supported by a print and digital campaign with shorter cuts for social use.

CREDITS:
• Agency: InTesta – Gruppo Armando Testa
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro • Team creativo: Chiara Panattoni, Carlotta Gilardi
• Client Director: Laura Alberti
• Production Company: Albatros Film