Beauty ads always show women getting ready, but they never show what they’re getting ready for. On the rare occasion the models set foot outside a studio, it’s to prance aimlessly down a New York sidewalk or roll around in a field of long grass. But we’re about to change that. Our new brand idea for No7 – “READY” - recognises that women are getting ready for a lot more than just posing and pouting.
We kicked things off with a campaign for new No7 Lift & Luminate Age-Defying Serum, starring world-class ballet dancer Alessandra Ferri, 52… and a hologram of her 19-year-old self.
With the help of Musion 3D (the guys who resurrected Tupac), we took footage of Alessandra performing at the Royal Ballet aged 19 and created a hologram. Then we filmed the present day Alessandra, 52, dancing with her younger self, proving that women of all ages can still rock it. And we did it all without using any CGI.
Since the campaign launched, sales of Lift & Luminate have gone through the roof, with a tube selling every two seconds and a waiting list of over 12,000 people.
The ad was directed by Tom Harper (of War and Peace fame), choreographed by Wayne McGregor and features music by Kaleo. It’s supported by press, digital OOH, online content, and shorter TV spots.