Floating Angels Dive to Earth to Launch L'Oréal Paris' Global Lash Campaign This Holiday Season
Creative 197 Add to collection
McCann Paris brings together two exceptional spokes in a single film: Elle Fanning and Camila Cabello
For holiday season, L'Oréal Paris and Bruno Aveillan have revealed a long version of the film 'Lash Paradise', falling straight from the sky. This poetic campaign, broadcast worldwide in a shorter version last September, is a perfect opportunity to bring together two exceptional spokes in a single film: Elle Fanning and Camila Cabello.
A Worldwide Campaign Offering Poetry and Magic during Festive Time
The flagship product, Lash Paradise, has seen its composition evolve with an oil-enriched skincare formula that is suitable even for sensitive eyes and the promise of maximised sensorially, thanks to a tenfold increase in application pleasure.
Through this new long version of the film shot by by Bruno Aveillan, we see a poetic Paris, evolving under a magnificent pink sky to talk about its Paradise range, which includes Lash Paradise and Skin Paradise. And if a fantastic tone can be imparted to this film, it is also thanks to a bit of magic provided by this mascara which gives instantly volume to the lashes and that is done in one go.
"Mascara like a perfume? The new Paradise campaign revolutionises the way we communicate about consumer products; whose advertising discourse is usually more functional. We succeeded with the McCann agency to create a dreamlike campaign, which takes users into a poetic and immersive universe", explained Zak Yopp, global marketing director, make-up, L'Oréal Paris.
Take Your Lashes to Paradise, a Dream Cast
In this film that breaks norms of the industry, Lash Paradise is such a bestseller on Earth that even angels would like to take their eyelashes to heaven. This is how one can witness a singular spectacle: two angels embodied by Elle Fanning and Camila Cabello bungee jump down from the sky. As they both have spotted a reflecting pool in the middle of beautiful Paris, they use it, in a moment of suspended poetry, to apply the products before going back to heaven.
"We were looking for a strong, new, amazing image: an image that could convey in an instant the pleasure of this particular moment of application of Lash Paradise mascara. As if time stood still...as if the softness of the mascara plunges us into a feeling of weightlessness...we invented this fairytale and lyrical sequence: our heroine, as light as an angel, jumps from a cloud, with a bungee cord, to come and put her make-up on in the reflecting pool of a Parisian fountain. She's definitely worth it." commented Julien Calot, creative director, beauty team, McCann Paris.
This worldwide campaign, launched at the end of 2020, will be broadcast on TV, and will also be available in print, digital, social media, merchandising and radio.
Client: L'Oréal Paris
Chief Executive Officer of L'Oréal Paris (President): Delphine Viguier-Hovasse
Global Marketing Director: Zak YOPP
Director Brand Experience Global: Emilie LOR
Agency: McCann Paris (Beauty Team)
President McCann Paris: Charlotte FRANCERIES
Creative Directors: Julien CALOT / Sylvain MERIGEAU
Associate Creative Directors: Axel DIDON / Joseph DUBRUQUE / Raphael STEIN
Artistic Director: Juliette LABADIE
Head of production: Thibault BLACQUE BELAIR
Head of Post-Production: Julien GENCE
Post Production: Sabrina BRANCO
Post-production sound: Marie PROUVE
Art buyer / Print producer: Jean ROBERT
Business Director: Margot WARNESSON
Account Executive: Zoe BOTTE
Production company: QUAD
Director: Bruno AVEILLAN
Chief OP: Stuart DRYBURGH
Photographer prints: Valentin FOUGERAY
Makeup: Val GARLAND and Ismael B
Hairstyle: Stéphane LANCIEN
Design: Barbara BAUMEL
Head of Decoration: Joseph BENNETT
Post-production: FIX and QUAD
Sound Post-Production: Captain Plouf
Music: Original Composition
Title: Lash Paradise 2020
Writers: Pauline LOPEZ DE AYORA and Nicolas MANTOUX
Composers: Nicolas MANTOUX and Pauline LOPEZ DE AYORA
Publisher: Captain Plouf
Voice-over: Audrey PLESSAS
Categories: Makeup, Beauty & HealthMcCann EMEA, Tue, 22 Dec 2020 16:51:19 GMT