Making Priceline “a woman’s pharmacy” for health and fitness was a smart tactic by Ogilvy in summer 2016, in the face of strong competitive pressure from the discount chains. It grew to include women in sport. Now Priceline’s girls club has taken over the beauty category.
100% Beauty builds on the success of Priceline’s 100% Woman brand platform, continuing with the idea of using stats that link women and the rousing Girls, Girls, Girls anthem. The new film invites women to be Part of the “club” with its snapshots of Australian women engaging in the uniquely “woman” beauty moments and rituals they share.
Using a combination of real women and Priceline’s ambassadors, Ita Buttrose, Ada Nicodemou and Sam Harris, the new execution celebrates women of all ages and ethnicities.
The new film is running on selected television and digital networks.
Mark O’Keefe, Priceline Pharmacy general manager of marketing, commented, “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 of Ogilvy Melbourne, noted, “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.”
Filmmaker and director, Ash Bolland, was recently involved in directing Lighting the Sails: Audio Creatures at The Sydney Opera House, the centerpiece of Vivid, Sydney’s festival of light, music and ideas.
O’Keefe added, “Women come to Priceline Pharmacy for the day-to-day essentials, for health products and advice and for gifts. But they also come to our stores for the professional beauty inspiration and advice from our beauty experts. We are proud to be a destination that provides all of this for all Australian women regardless of age or ethnicity.”
Credits:
Agency: Ogilvy Melbourne
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
