essie: live your colour
Brand Experience
Essie wanted to launch a new range of summer shades with an event that elevated their ‘live your colour’ campaign. The ATL idea connected colour with emotion, so the experience had to do the same. We knew that Gen Z’s were bored of scanning the nail polish aisle, and the only way to grab their attention was to give them the freedom to explore the range in a playful space of self-expression. So, we created an interactive event that allowed guests to step inside a blank canvas and paint the walls with whatever colour best represented their summertime mood. Whilst our resident DJ played energising hits, hundreds of young people suited up in protective gear, grabbed a brush from one of the essie paint buckets, and splattered the inside of our shipping container with their emotions. After, people demo’d the shades on their nails using AR technology with the essie app via our scannable QR codes. We popped up in London and Manchester, leaving Gen Zs with free samples, an in-depth understanding of essie’s summer range, and a fresh feeling of freedom.