London nail art salon, WAH Nails, has a promise, “You can leave WAH ready to take on the world.” It also has a strong Pride allegiance. This year, it is combining its two assets into a campaign initiated by Rankin’s agency, The Full Service. The campaign, Fingers Up, is about standing against something. But it’s also about standing with the people in the Pride community who are making a difference. To support this, WAH will be donating 25% of sales generated from their Pride Menu to the London LGBTQ+ Community Centre, from July.
The campaign consists of a series of 30-second films by Jordan Rossi and accompanying stills by Vicky Lawton, giving voice to members of the LGBTQ+ community so that they can show their strengths…and their remarkable nails.
Russell Weaver, creative director of The Full Service commented, “This year, we wanted to send out a message of strength and let people know where we stand on the issues surrounding the LGBTQ community. We’re so thrilled to be a part of this campaign and honestly humbled that WAH – a truly positive and active brand – wanted to team up with us for the project.”
WAH London added, “We are excited to join forces with The Full Service to come up with this year’s Pride campaign ‘Finger’s up’. We acknowledge Pride is just more than rainbows and parties (even though we love those two things). When The Full Service reached out to us with the concept we wanted to work alongside members of the LGBTQ community to support them and Pride was a good time to launch this campaign.
“We wanted to use our platform to celebrate the people (some of which work at WAH) at the forefront of this campaign and let their voices be heard. Tete Bang, Tayce, Charlie Craggs, Mélanie Lehmann, Ed Munro, Chi-Chi Emeruwa and Shay encompass the WAH vibe and what we are about. This is about them, for them and others like them. They are aspirational, super cool individuals who aren’t afraid to be loud and extra. They aren’t afraid to be themselves or speak up and speak out against the discrimination that attempts to silence and suppress them.”
Advertising Agency: The Full Service
Director: Jordan Rossi
Creative Director: Russell Weaver
Creative Art Directors: Jack Rowe & Julia Salotti
Copywriter: Madelaine Isaac
Photographer: Vicky Lawton
Behind The Scenes: Jack Chamberlain
Retoucher: True Black Studio
Hair: Nuriye Sonmez
Makeup: Andrew Denton
Ed Munro @edmunro
Melanie Lehmann @melony.lemon
Charlie Craggs @charlie_craggs
Tete Bang @tete_bang
Chi Emeruwa from WAH