Quello che dicono i tuoi occhi, ma più forte.

Shouting Lashes è la nuova campagna per il lancio del mascara Sharp Volume di Overskin firmata Dentsu Creative, guidata dal concept “Quello che dicono i tuoi occhi, ma più forte”. Con un impatto visivo bold e un linguaggio pop e ironico la campagna vuole rompere gli schemi della classica comunicazione nel settore beauty, dove solitamente vediamo rappresentati super modelli e modelle in pose impostate e con look impeccabili. Qui invece protagonisti, insieme all’effetto voluminoso del mascara, sono le persone con i loro sguardi di tutti i giorni, tra gli alti e bassi della vita quotidiana, in cui tutti possono identificarsi. Gli sguardi sono diventati anche parte di un vero e proprio dizionario, l’EYECABULARY by Overskin, un vero tributo a quegli sguardi che valgono più di mille parole. La campagna è stata declinata su OOH, DOOH, Video digital, canali social ed è stato anche realizzato un Fake Out Of Home.

Shouting Lashes is the new campaign for the launch of Overskin’s Sharp Volume Mascara by Dentsu Creative, guided by the concept “What your eyes say, but louder”. With a bold visual impact and a pop and ironic language, the campaign wants to break the mold of classic communication in the beauty sector, where we usually see super models represented in set poses and with impeccable looks. Here instead the protagonists, together with the voluminous effect of the mascara, are people with their everyday looks, among the ups and downs of daily life, in which everyone can identify. The looks have also become part of a real dictionary, the EYECABULARY by Overskin, a true tribute to those looks that are worth more than a thousand words. The campaign was declined on OOH, DOOH, Digital Video, social channels and a Fake Out Of Home was also created.

STARTING POINT

Mascara ads are always the same: sexy women with charming gazes, showing how just one product can make you perfect. But life isn’t like that, and Overskin, the Italian makeup brand that champions the truth about beauty, wants to reveal what’s behind every gaze—because eyes never lie.

IDEA

The first mascara that amplifies yourself, not just your lashes.

EXECUTION

We transform every expression into iconic gazes that everyone can relate to. Different subjects inspired by social languages and moods have been turned into OOH, DOOH, print and social campaign.