Talent Procurement & Influencer Activation
ITB were tasked by BETC and Coty to cast the protagonists for Rimmel’s anthem film launching a new brand identity, alongside a digital campaign: LIVE THE LONDON LOOK. The film showcases that London is so much more than a location – it’s an attitude inspired by the people who live there.
The brief was about freedom from perfection, celebrating self-expression and experimentation and embracing diversity, so the cast needed to reflect that and resonate with girls and boys all over the world.
Male teen beauty blogger Lewys Ball, makeup artist and model Portia Ferrari, model Maddi Waterhouse and Vivienne Westwood's model grand-daughter Cora Corré embody all of these themes. The "squad" joins existing Rimmel ambassador Cara Delevingne in the #livethelondonlook campaign, introducing a new "visual signature" for the brand: the double L frame, a face-framing pose created with the thumb and index finger of each hand.
The launch film, featuring the "squad" of beauty influencers, garnered great press coverage with both trade and consumer titles, including features in The Observer, Huffington Post, Cosmopolitan, Nylon and many more.
In addition to appearing in the film, the cast also posted campaign materials including the LL pose on their social media channels, with the most engaged posts ranging between 8% and an astonishing 30% engagement.