Are you ready to speak in color?

OPI, a famous nail polish brand, has launched a new marketing campaign introducing a new concept – a color as the universal language.

Nowadays nail polish has become a real fashion accessory. You can choose any color shades depending on your mood or season and match any outfit. Brands aim to attract consumers attention through eye-catching images in a number of beauty magazines, ad commercials, fashion runways. And they all want to stand out of the crowd and offer you something new.

So did the Paris’ office of TBWA for OPI that has created a brilliant campaign called “color is the universal language” that includes a TV Commercial Ad, an app, print ads, outdoor advertising and merchandise such as T-shirts, mugs and other promotional items.

OPI Billboard NYC (via)
OPI Billboard Metro (via)
OPI Print Ad (via)

What attracts my attention most is a TV Commercial called “Story of a drop” in which you can’t see the nail product, but just a red nail polish drop that introduces itself as a letter A saying “My mom thinks I’m very classy, but I can also be pretty naughty.” Every color represents 26 letters of the alphabet.

In the ad a range of colors is presented by words and sentences such as “Hello world,” “Happy birthday Grandma,” “Farewell my love” and “Marry me now” and four asterisks that are the part of a word and you can find out which one is yours.


Another interesting idea is a special app called “ColorChat.” It allows to encode messages in OPI nail polish shades. You can just type your message on a standard keyboard on your smartphone and letters or words turn in different colors.

OPI ColorChat (via)
ColorChat (via)

You can also save your masterpiece and send your messages to friends via text, email and social media or share your ColorChat messagges on the OPI Color Wall. If you want to buy something it is possible to shop the OPI nail polish shades directly from the app. It is available for iOS and Android users, so you can test it and have fun! The app has launched worldwide since April 1, 2015.

In my opinion the idea of ColorChat is very powerful and allows to express your emotions in innovative and artistic way. It’s also very unusual to see words or phrases in the shape of colorful nail polish. 🙂

Read more about fashion

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28 thoughts on “Are you ready to speak in color?

  1. I used to have a job where I couldn’t wear nail polish unless it matched my skin tone. Since quitting that job my nails are always colorful. I am more than ready to speak in color with OPI

  2. What a lovely campaign. It’s really amazing what people come up with. OPI did a good job because they make sure they are relating to people by helping them express themselves through their nail color. I love it!

  3. As a graphic designer and marketer for so many years, I’m so aware of the different moods and meaning colours have.
    I’m loving this campaign and would really love to try the app. Sounds so interesting 🙂

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