Rimmel | Southpaw

A very simple, yet powerful concept from Southpaw for their global client RImmel. with the campaign #gelpower they played of the slogan for girl power showing perfectly manicured hands raising their fists in the air with strength and their own kind of power.

With the play on words the one image is able to communicate the strength and physical attributes of the product that set it apart from other varnishes, both sold by Rimmel and by other brands, as well as the confidence, strength of the ideal customer they are talking to.

Visually hinting at notions of super powers and gel power, girl power there is a great deal of rhetoric behind this image that leads us into the realm of super hero, strength and unity.

Agency - Southpaw
Client - Coty, Inc.
Art Director - Sophie Raubenheimer
Art Buyer - Jennifer McQueen
Photographer - Jonathan Knowles

Photographers Agent : Mel Brown
Nail Technician - Adam Slee
Hand Model - Nina Taylor