The butterfly has always been a metaphor for rebirth, and it now becomes the symbol of pure beauty celebrating a merger of Cosmetics and Art.
That’s how InTesta, Armando Testa Group, wanted to imagine the new partnership between the BioNike brand, No. 1 in Dermo-cosmetics in pharmacies, and Italian National Rhythmic Gymnastics. This collaboration celebrates the 60th anniversary of the brand which is part of the Sodalis Group, and thanks to it a cross-media TV, print and digital campaign has been created.
The stars of the BioNike campaign are Le Farfalle Azzurre (the Blue Butterflies), captained by the charismatic Alessia Maurelli. It conveys all the perfect harmony of Defence Color make-up: make-up as light and delicate as a flap of wings, but with high performance and extraordinary effective results.
So, your skin feels as free as the flight of a butterfly, it’s regenerated every day and vibrates with pure beauty. The athletes whirl among feather-light powders and fluids with grace and precision. At the end of the film the metaphor of the butterfly is revealed as it is amazingly recreated with the textures of BioNike make-up, a symbol of rebirth for the skin.
The union between BioNike, Beauty Partner since 2020, and the Italian Gymnastics Federation, also comes to life in the photo shoot. The champions of the National Team and individual athletes are portrayed in surprising technical poses inspired by the textures of the most loved BioNike dermo-cosmetic products.
The campaign is on air until December on all major broadcasters, on digital channels and in women’s weekly and monthly magazines.
Agency: InTesta – Armando Testa Group
Creative Director: Paolo Cremonesi
Creative Team: Delia Laviola, Patrizia Massarenti
Production Company.: Albatros Film
Director: Davide Bedoni
Photographer: Gabriele Inzaghi