Keglevich launch #SkipOrdinaryBeauty
The latest campaign from Keglevich, #SKIPORDINARYBEAUTY, encourages us to view the world beyond familiar conventions and stereotypes.
Continuing our collaboration with Orticanoodles, a collective of Milanese street artists who support a variety of important social causes, the new Keglevich campaign - #SkipOrdinaryBeauty - promotes the universal beauty of women without stereotypes, bringing the brand's essence to life via impactful street art.
As part of a 'participatory art' project, six murals have been designed on the walls of low-income houses in the peripheral district of Crescenzago in Milan, aiming to bring joy, colour and a message of inclusiveness to the neighbourhood. Featuring 15 local women of mixed age, ethnicity and background, the street art project encouraged inclusiveness by inviting women to actively contribute to the creation of the murals, with some of our own Stock colleagues and female customers giving their time to paint the walls.
Virginia Barberini, Senior Brand Manager for Keglevich commented, "#SkipOrdinaryBeauty was born from the DNA of the brand, a concrete commitment to support the city of Milan and the women who, from today, have six murals of 64 square meters each in which to reflect and find their unique beauty."
Supported by a communication plan across all the Keglevich social channels and endorsed by well-known lifestyle influencer Annie Mazzola, the six artworks will feature on the labels of the latest limited edition Keglevich Dry. The project will continue until March 2022 when the district will host a celebratory open-air exhibition in front of the completed murals.