The Possibilities Are Beautiful

A rede varejista de cosméticos Ulta Beauty aposta na diversidade no primeiro trabalho assinado pela McCann de Nova York para o anunciante.

A campanha de reposicionamento da empresa apresenta a assinatura "The Possibilities Are Beautiful", que substitui "All Things Beauty, All in One Place", de 2015.

O novo comercial (assista abaixo) destaca consumidores de diversas idades, etnias, tamanhos e gêneros. Um texto no filme, defende: "In all the universe, there is nothing more beautiful than possibility."

"Estamos redefinindo como a beleza é retratada", declara Shelley Haus, vice-presidente sênior de marketing de marca. "Sempre acreditamos no poder da beleza e no pensamento de que a beleza pode trazer à vida possibilidades para cada pessoa".

Em novembro do ano passado, a empresa escolheu a McCann como sua agência criativa, depois de realizar um processo de concorrência que durou quatro meses.

Ficha Técnica:

Ulta Beauty

Dave Kimbell, Chief Merchandising and Marketing Officer

Shelley Haus, SVP Brand Marketing

Karla Davis, Senior Director, Marketing

Cara Bonilla, Senior Creative Director

Lisa Lu, Senior Integrated Marketing Manager

Joanna Rath, Associate Marketing Manager

McCann

Devika Bulchandani, President, McCann NY

Tom Murphy, Co Chief Creative Officer, New York

Caprice Yu, Executive Creative Director

Jordan Kramer, Creative Director

Leo Billard, Creative Director

Ryan Quigley, Associate Creative Director

Andrew Hajjar, Associate Creative Director

David Moore, EVP Director of Brand Content

Nathy Aviram, Chief Production Officer

Tamara Lecker, Senior Producer

Jeremy Miller, Chief Communications Officer

Rahel Rasu, SVP Director Brand Communications

Danielle Korn, EVP Director Business Affairs

Sam Belkin, Business Manager Music

Natalie Hernandez, Business Manager

Jaclyn Currie, SVP Executive Account Director

Colleen Moisio, Account Director

Diandra Garcia, Account Supervisor

Dani Gredoña, Account Executive

Stephanie Loucas, Assistant Account Executive

Lee Maicon, Chief Strategy Officer – North America

Laura Frank, SVP Group Strategy Director

Jessica Mendoza, VP Strategist

Claire Stewart, Sr Strategist

Alex Goldklang, Associate Project Director

Rattling Stick

Director: Sara Dunlop

Executive Producer: Joe Biggins

Executive Producer: Jeff Shupe

Producer: Megan Moore

DP: Antonio Paladino

Work Editorial

Editor: Bill Smedley

Executive Producer: Erica Thompson

Producer: Jamie Lynn Perritt

Assistant Editor: Mike Horan

Blacksmith

Flame Leads: Margolit Steiner, Joey Deady

Executive Producer: Charlotte Arnold

Producer: Anna Toyama

Plush

Sound mixer: Rob Fielack