Leagas Delaney has unveiled the launch campaign for Manifesto, the
new range of cosmetics launched by the German company, Lancaster, in
conjunction with the actress, Isabella Rossellini.
The campaign will run in style magazines in the US, France, the UK and
Spain, where the range is available.
The six executions, some single and some double-page, all include a
quote from Rossellini. One says: ’I want my foundation to go where a
normal foundation can’t. In my pocket.’ Another says: ’Sometimes I don’t
want to wear anything but a dash of lipstick.’
The agency has veered away from from hiring a single ’face’ to front the
campaign. Instead, each execution features a different model of varying
ages and races.
Lancaster approached Leagas Delaney for ideas on the project three years
ago. The agency was instrumental in creating the product range’s name,
its positioning and its packaging design.
The campaign was written by Mark Goodwin and art directed by Tiger
Savage and Darryl McDonald. It was photographed by Miles Aldridge. Media
buying is through BMP OMD.
Nick Hough, managing director of Leagas Delaney, said: ’The ads are
unusual for a cosmetics company because the models are from a wide
variety of ages and races. The norm is to pick one model, but we want it
to be widely used and appreciated.’
The range is designed for women who don’t wear much make-up.