For the Summer of 2014, essie introduced UK women to the coral palette in a playful way, leveraging the World Cup. Since our strategic focus was pedicures, we encouraged women to “play footsie” with essie colours. It took months to persuade our client to agree to the lead colour I picked but it was worth it!  The shade is called “Braziliant”, a striking yet versatile burst of colour that nods to the World Cup host nation. Kicking off with the “corals” in the UK adapted print, the campaign got women to focus on “playing footsie” using the World Cup to inspire their pedicure colours. This way, women could try the vast essie palette in a playful way. Cheeky tweets kept awareness of the campaign going throughout the World Cup.