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Giorgio Armani asks women to find courage

Do you have the courage to say “Sì” is the message from a campaign by Giorgio Armani Beauty.

“The Courage to say Sì” or yes in Italian, shows a number of women in various situations attempting to work up the confidence to do something they are unsure of. The global campaign launched earlier this year and has been localised with a game-inspired execution by ST Communication and Mindshare.

Users are asked to commit a challenge by signing a “contract” which they then share on Facebook. Once the participants achieve the commitment, they are required to upload image to social media as a proof of completion. Giveaways will be awarded to the best 50 participants.

A campaign site with video and a mini-game are also adapted for the campaign to consolidate the message.

Client: Giorgio Armani Beauty
Campaign: The Courage to say ‘Sì’
Digital Agency: ST Communication
Media Agency: Mindshare
Campaign Period: February to April 2015

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