2021 Social & Influencer


Category D02. Challenger Brand
Idea Creation SOCIALIST Moscow, RUSSIA
Media Placement SOCIALIST Moscow, RUSSIA
Post Production CHICKEN CURRY Moscow, RUSSIA
Name Company Position
Olga Tsygankova SOCIALIST Idea creation
Ekaterina Samotesova SOCIALIST Idea creation
Nataliya Ashomko SOCIALIST Idea creation
Anastasia Glebova SOCIALIST Idea creation
Alyona Hayir SOCIALIST Idea creation
Grigoriy Shatohin Chiken Curry Scriptwriter
Alexander Gudkov Chiken Curry Scriptwriter
Vadim Seleznev Chiken Curry Scriptwriter

Why is this work relevant for Social & Influencer?

The center of campaign is the social video, created with famous YouTube and media Russian influencers, who deliver their bravery and distinctiveness via their media voice. Alexander Gudkov, Varvara Shmykova, Julia Akhmedova – they all represent the will for self-expression and are the ones who are not ashamed to be who they truly are. While beauty category communication pattern focused on OLV, Vivienne Sabo made a truly social campaign with a non-standard execution. So the brand has challenged the beauty communication rules and has delivered the brave, challenging and liberating message.


Last year, Vivienne Sabó declared itself as the loud brand activist in the beauty category. The brand has broken communicative cliches and challenged stereotypes. And It supports freedom of self-expression. But beauty category is still full of cliched advertising, while gender stereotypes remain strong. So it was important for brand to continue its mission - to call for freedom of expression. At the same time, it was necessary to drive the brand’s position in the lip category. And we had the perfect new product for both goals. Femme Fatale lipstick designed for those who want to be brave and bright. 16 bright rich shades to help every woman to reveal the "femme fatale" in herself.

Describe the creative idea (30% of vote)

In Russia women who want to be vibrant and express their sexuality often face condemnation. They can be shamed and accused of vulgarity while wearing a short skirt both at the age of 18 and 40. That’s why women choose a safe option of expressing themselves. They try to be not too bright, too sexy and too gorgeous. Femme Fatale lipstick by Vivienne Sabó encourages women not to be ashamed of their sexuality and stands by their right for self-expression. We were inspired by 60-s sexual revolution and the cult film Barbarella, where the main heroine became a feminist icon, being a woman who doesn’t hesitate to be vibrant. Our heroine Pomadella is a game-changer who breaks into fictional repressed world arranging a real revolution. She gives women a right to express themselves and to be bright and sexy.

Describe the strategy (20% of vote)

Target audience: Girls 18-35. They love cosmetics and want to be bright, but tend to limit themselves in self-expression. They are very positive about the brands that have a strongly pronounced social position For them YouTube is a key social platform where all the social discussions take place. They know YouTube celebrities well and take them as the headliners of progressive ideas So to make the story really engaging, we had to use proper influencers and content makers. Those were Chicken Curry team, which is widely famous for creating really noticeable projects. And the roles were performed by bright provocative celebrities, who are famous for having courage to express their true self - Varvara Shmykova, Alexander Gudkov, Julia Akhmedova. They are loved by the audience and at the same time are quite distinctive. It was important to choose them to convey the idea effectively and to get a warm response.

Describe the execution (20% of vote)

So instead of expected standard beauty ad, we created a real trailer for a non-existent retro-futuristic film. There we found a new vision on the classic plot of dystopia. Women are forbidden to express their individuality and sexuality which is a metaphor of wearing bright lipstick. And everything changes when Pomadella appears. The length of the video is almost 3 minutes which is totally differ from the category standards. Promotion: • The video trailer was promoted via social media and creative team accounts (Chicken Curry and Vivienne Sabó) • Special short teasers that were promoted on Instagram and VK. • Special stickers on Instagram, Telegram and WhatsApp • We got publications in media and in theme communities in VK, Telegram, Facebook, TikTok • Influencers announced our release • Music track “Pomadella” was published on all music platforms – VK, Apple, Yandex, Spotify, TikTok.

List the results (30% of vote)

With this campaign, Vivienne Sabó managed to rock the market again. Brand drew attention to an important topic and caused public discussion. • 54.5 million contacts with campaign (teasers + trailer) • Bright creativity provided an incredible viewing depth for a 3-minute video - 67.5% (several times higher than benchmarks) • The video managed to get into top-5 in Russian YouTube video chart • The campaign aroused interest of the media, and not only in the category of marketing and beauty, but also of the media specializing in cinematography (kinotv, film.ru) All this helped Vivienne Sabó to successfully launch a new product and to rise from 3rd to 2nd position in the lip category - market share growth by 8% in value by 2021.

Please tell us about how the work challenged / was different from the brands competitors

In Russia, even global beauty brands are influenced by stereotypes and none of them have clear social position. As a result, category communication is full of patterns and uses cliched creative techniques. Vivienne Sabó decided to challenge these standards 1. To fight stereotypes, while other big beauty brands do not dare to do this, and rather support them with their communication. 2. To destroy all the canons of how beauty advertising should look. We did not make a video, but a trailer with crazy extraordinary world. We used bright celebrities and a rare approach to filming. We used a special shooting technique with combined decorations: the floor and key objects – are real, and all the other details and backgrounds are shot with special LED-displays that show the drawn world. This is the rare use of “Unreal Engine” technology, which is not usually used in Russian advertising production.