{"id":7374,"date":"2024-05-27T15:37:45","date_gmt":"2024-05-27T13:37:45","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/con-bionike-e-intesta-per-il-tuo-sguardo-lassoluto\/"},"modified":"2024-05-28T10:22:13","modified_gmt":"2024-05-28T08:22:13","slug":"con-bionike-e-intesta-per-il-tuo-sguardo-lassoluto","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/con-bionike-e-intesta-per-il-tuo-sguardo-lassoluto\/","title":{"rendered":"With BioNike and InTesta your gaze, absolute."},"content":{"rendered":"\n

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.<\/em><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

This is the underlying insight in the\u00a0BioNike\u00a0TV campaign, developed by\u00a0InTesta – Armando\u00a0Testa Group, for the launch of its new\u00a0Absolute Mascara, created to guarantee maximum tolerability even for the most sensitive eyes.<\/p>\n\n\n\n

The TV campaign, directed by\u00a0Andrea Marini, leads us into our ethereal and delicate imagination where the beautiful protagonist is looking for something absolutely exceptional to elevate her look.\u00a0What?\u00a0Thanks 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.<\/p>\n\n\n\n

Absolute mascara is also enriched with active lash-care<\/em> 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.<\/p>\n\n\n\n

We couldn\u2019t not\u00a0mention the amazing location where the commercial was shot: the iconic\u00a0Muralla Roja,<\/strong>\u00a0the famous postmodern building, designed by Spanish architect Ricardo Bofill.\u00a0A 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.\u00a0The architectural structure also brings to mind the optical design of the Absolute mascara both for the colours and its square shape.\u00a0But that\u2019s not all.\u00a0This 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.<\/p>\n\n\n\n

The creativity, featuring the claim “The absolute, for your gaze“<\/strong>\u00a0is an invitation to have greater expectations as far as your make-up is concerned.\u00a0To 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.\u00a0<\/p>\n\n\n\n

The TV campaign is on air in cuts of 20” and 15” and is supported by a\u00a0print\u00a0and\u00a0digital campaign\u00a0with shorter cuts for social use.<\/p>\n\n\n\n


<\/strong>CREDITS<\/strong>:
\u2022 Agency: InTesta – Armando Testa Group
\u2022 Executive Creative Directors: Nicola Cellemme, Georgia Ferraro                                                                                            \u2022 Creative Team: Chiara Panattoni, Carlotta Gilardi
\u2022 Client Director: Laura Alberti
\u2022 Production Company: Albatros Film <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\n