Concept: Nefeli Spiliotakou, Caterina Vaimaki, Sissy Aivazidi
Copywriter: Caterina Vaimaki
Art Direction / Design / Animation: Nefeli Spiliotakou
Assistant Designer: Sissy Aivazidi
Account Manager: Katia Vlantika
Account Executive: Anna Koukia
Apivita Hair Care / Testimonials Digital Campaign
The purpose of this digital campaign was to highlight and promote the testimonials of Apivita’s customers, regarding the Hair Care range. We decided to use the testimonials and presented them as movie reviews. Thus, under the slogan “Apivita Hair Care – Your Hair Blockbuster, Apivita’s products played the role of movie heroes. So, the hair loss products appeared in the western “The Thick, the Strong and the Abundant", the color products in the super hero movie “Wonder Color” and the dandruff products in the film noir “Without a Trace”. The campaign aired from September to November 2019 on all social media platforms.
Date
2019
Production
Steficon
Industry
Beauty
Drawing from familiar film genres and visual tropes, the campaign moves between western, superhero and film noir aesthetics, transforming the products into the heroes of their own stories. Bold typography, graphic compositions, cinematic framing and playful visual references were combined with animation and compositing to create a dynamic social-first language. The aim was to make product communication feel less like traditional advertising and more like a collection of miniature movie worlds — distinctive, entertaining and instantly recognisable.
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