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Boots – It’s How it Makes you Feel

Boots Ireland have launched their first Irish-shot beauty campaign, celebrating the ladies of Ireland in their new “It’s How it Makes you Feel” campaign.

Launched in Ireland on 1 September across TV, social and video on demand, the campaign celebrates the role that beauty plays in bringing moments of joy to everyday life in Ireland, and highlights how beauty is in fact less about how you look, and more about how it makes you feel.

The film by Ogilvy Dublin shines a light on how beauty provides a platform for expression for all ages and stages of life.

Running through scenarios familiar to many women of Ireland, we see the hurried beauty routine while a taxi meter ticks on, ready to carry a group of friends away for a night on the tiles. We see ‘perfect selfie’ preening, an appreciative nod to the tan-applying partners of Ireland, and the little white lies that promises ‘’I’m literally leaving the house right now’’ – I swear!

Finally, the advert calls on the ladies of Ireland to ‘keep doing what you’re doing’ – to keep embracing the freedom of expression that beauty allows.

A celebration of modern-day beauty, the campaign also alludes to the feelings evoked by our beauty routines – how perfectly winged eyeliner can set you up for the day, a sparkly eye palette kickstarts the party mood, and how luxurious skincare can be just the pick-me-up a rainy day requires.

Offering amongst the widest range of beauty products in Ireland, from high street favourites to premium brands and Boots exclusives, Boots Ireland provides everyone with the opportunity to express themselves and experience the joyful liberation of how beauty makes them feel, every day.

Commenting on about the launch of the “campaign, Gillian Hennessy, Head of Marketing, Boots Ireland said: “Our vision for this campaign was to champion Irish women’s right to embrace feeling good through beauty – and to remind ourselves that beauty is a celebration of feeling fantastic. We are passionate believers that beauty is for everyone. Embracing beauty at Boots means showcasing your individuality and spirit – and we hope this new campaign is a reminder to celebrate your right to feel good!”

Ogilvy Dublin is one of the largest marketing communications networks in Ireland. Ogilvy is a collective of passionate, innovative thinkers, working collaboratively within a wider group of like-minded companies, to bring to light a shared vision of making brands matter. ““It’s How it Makes You Feel” campaign was created by award-winning team, Emma Fielding and Marcus Hartung. The film is directed by Zak Emerson, known for his direction on award-winning commercials.


Boots Ireland Head of Marketing: Gillian Hennessy
Boots Ireland Marketing Manager: Siobhán McCaul
Creative Agency: Ogilvy
Chief Creative Officer: Emma Fielding
Creative team: Emma Fielding & Marcus Hartung
Agency Producer: Dara Mc Clatchie
Agency Production Assistant: N/A
Account Team: Niamh O’Kennedy & Louise Smith & Emily Woods
Planning Team: Mike Garner & Briona McArdle
Media Planning & Buying: Mediacom
Production company: Butter
Managing director: Michael Duffy
Director: Zak Emerson
Director of Photography: Federico Alfonso
Producer: Glenn Collins
Costume Designer: Driscoll Calder
Key actors: Marie Devine, Ann Russell, Michelle Hlongwane, Leia Murphy, Sadbh Wood, Siomha Ni Aonghusa, Alison Vard Miller, Brigid Leahy, Stephen Maguire, Zoe Talbot
Sound Designer: Mark Henry
Music: Earl “Tongue Tied” Writers: Prime/Clarke/Earl, Warner Chappell/BMG/Sauce Music
Editor: John O’Connor
Post Production: Windmill Lane Pictures
Colourist: Matt Grant

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