COLOR IS THE UNIVERSAL LANGUAGE
| Title | COLOR IS THE UNIVERSAL LANGUAGE |
| Brand | OPI |
| Product/Service | NAIL LACQUER |
| Category |
F01. Typography |
|
Entrant Company
|
DAN PARIS Boulogne-Billancourt, FRANCE
|
|
Advertising Agency
|
DAN PARIS Boulogne-Billancourt, FRANCE
|
Credits
| Philippe Simonet |
Dan Paris |
President |
| Julie Hardy |
Dan Paris |
Vice President |
| Suzi Weiss-fischmann |
OPI |
Executive Vice President |
| Hugues Cholez/Franck Botbol/Nathalie Huni |
Dan Paris |
Creative Directors |
| Glen Troadec |
Dan Paris |
Copywriter |
| Nicolas Cremmydas/Nicolas Barres |
Dan Paris |
Art Directors |
| Christophe Courty |
Dan Paris |
Movie Production |
| Ivan Zindovic |
Dan Paris |
Technical Development Director |
| Sidney Bourgalle |
Dan Paris |
Lead Developer |
| Hugo Piquemal |
Dan Paris |
Web Designer |
| Lydia Faraj |
Dan Paris |
Social Media Planner |
| Olivier Lefebvre |
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Head Of Music/Sound |
| Benoit Dunaigre |
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Sound/Music Producer |
| Baptiste Masse |
Mecanique Generale |
Photographer |
| Ruthi Stirling/Marleine Pacilio/Katie Barth |
Opi |
Advertiser Supervisors |
| Justine Myard-guidi/Mathieu Gauchee |
Dan Paris |
Account Managers |
Brief Explanation
OPI IS THE LEADING NAIL PRODUCTS BRAND IN THE US.
T WAS THE VERY FIRST BEAUTY BRAND TO MARKET BLUE, GREEN AND YELLOW NAIL LACQUERS, AND WITH MORE THAN 400 DIFFERENT SHADES OF PRODUCTS, OPI HAS THE CULTURE OF COLORS IN ITS DNA.
The Brief
WE WERE ASKED TO FIND A WAY TO SHOW THE IMPRESSIVE AMOUNT OF COLORS IN THE RANGE OF OPI PRODUCTS AND TO PROVE THAT OPI IS STILL A NON CONFORMIST - A LIVELY BEAUTY BRAND THAT DEMOCRATIZE COLORS ON WOMEN'S NAILS.
How the final design was conceived
WE NOTICED THAT WOMEN ALL OVER THE WORLD HAVE A CLOSE RELATIONSHIP TO COLORS. NO MATTER THEIR NATIONALITY, THEIR AGE OR THEIR SOCIAL STATUS. THEY USE OPI NAIL LACQUERS TO EXPRESS THEIR MOOD AS THERE ARE AS MANY NUANCES OF THEM AS THERE ARE EMOTIONS.
WE WANTED TO GO FURTHER AND FIND A WAY TO LITTERALY LET THEM SPEAK IN COLOR.
SO WE INVENTED THE WORLD'S FIRST UNIVERSAL COLOR LANGUAGE. A PLAYFUL, COLORFUL, EASY-TO-SPEAK LANGUAGE OUT OF OPI'S PRODUCT SHADES.
Indication of how successful the outcome was in the market
IN THIS HISTORIC, NEW VISUAL LANGUAGE, EACH LETTER AND CHARACTER IS COMPOSED OF COLORFUL DROPS OF 145 DIFFERENT OPI SHADES TO FORM A COMPLETE ALPHABET.
AND TO BECOME INSTANTLY FLUENT IN THIS WHOLE NEW WAY OF COMMUNICATING, OPI CREATED AN EXCLUSIVE NEW MOBILE APP, OPI COLORCHAT.
WITH OPI COLORCHAT, PEOPLE FROM ALL OVER THE WORLD WERE INSTANTLY ABLE TO WRITE MESSAGES IN COLOR, SPEAK WITH FRIENDS IN COLOR, SHARE THEIR DAILY THOUGHTS IN COLOR ON SOCIAL NETWORKS AND DECODE COLORFULL MESSAGES FROM OTHERS.
IN ADDITION, EACH DROP IS CLICKABLE AND LINKED TO THE MOBILE SHOP. EVERY MESSAGE BECOMES A POTENTIAL POINT OF SALE, LETTING YOU BUY THE 145 DIFFERENT PRODUCTS DIRECTLY FROM THE APP (US RESIDENTS).