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TOUS: Stay Tender

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For almost 100 years TOUS has been an ambassador for tenderness, encouraging people to find their own way to express their feelings. In their latest campaign Stay Tender, created by LOLA MullenLowe, Barcelona, the brand shifts away from preconceived notions and invites us to express tenderness however we feel it. Emma Roberts stars as the heart and soul of TOUS, bringing a modern, smart and relatable image that is intrinsic to the brand values. The film is directed by Diana Kunst who has an impressive reel of work featuring big names like A$AP Rocky, FKA Twigs and Rosalía. Her signature style uses body language, and self-expression to create unique atmospheres that are effortlessly cool. With this campaign, TOUS calls on people everywhere to express their tender feelings without worrying about how, where or with whom. For the production, the agency chose not to use actors. The casting was carefully curated with real people sharing their authentic tenderness. Their stories will be featured in the online campaign.
Credits Other credits

Creative Supervisor: Saray González

Business Director: Gonzaga Ayllón (Global Business)

Global Account Director: Irene Mosquera

Project Manager: Júlia Serrano

Junior Art Director: Arantxa Gil, Elena Sánchez

Head of Planning: Gem Romero

CEO: Amaya Coronado

Media Agency: UM Media

Post Production Company: McNulty

Composer: Elsa de Alfonso and Ekhi Lopetegui

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