Volume shake mascara

Cara Delevingne and her squad of London artists launch Rimmel London’s Volume Shake Mascara feat. Nadia Rose and Emil Nava.
 

Entertainment first

We collaborated with London artists who embody Rimmel's attitude to create a music video directed by Emil Nava that places Volume Shake at the heart of the action. Delivering the product benefit through a choreographed tutting routine performed by Cara and her squad, creating a piece of entertainment beyond advertising.

Shake it up to keep it fresh. 

Rimmel London invented Mascara in the 1800s and it is still innovating today, Volume Shake Mascara has a patented Shake-Shake mechanism that means it never dries out or clumps up.

Live the London Look

Re-connecting through a shared attitude.

Refreshing an icon.

Rimmel has been synonymous with ‘Get The London Look’ for the best part of two decades. Culture has evolved, trends have come and gone. Today, there is no one London Look. To take the brand to the next level we needed to reconnect with the beauty obsessed around the world.

Connecting with beauty experts who are still finding themselves.

For young people around the world beauty is about experimentation. They are beauty experts who know where to go to for inspiration and information. But, they are not yet experts in themselves. They are experimenting with every aspect of their lives, from how they look to where they work and how they live.

To get back on their radar we needed to engage through shared values, start conversations and stop dictating looks.
 

From a look to a shared attitude.

There’s not one single look, it is whatever you want it to be. The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness. 
 

We created the LL, a symbol for those who share that attitude. Then, to invite our girls into the campaign we launched a manifesto featuring influencers who our girls care about and share our attitude. Our influencers and ambassadors launched the campaign through their owned channels, getting our attitude straight into the beauty channels they care about.  

THE HAPPY SONG

THE OPPORTUNITY

To bring to life C&G baby club's brand promise – happiness – in a real, useful and meaningful way for parents. 

THE TRUTH

Parents feel a lot of pressure for their children to reach developmental milestones, which can often detract from the most important thing - a little one’s happiness.

THE IDEA

We created The Happy Song -  the first song scientifically tested to make babies happy.

We commissioned Grammy-award-winning composer Imogen Heap to work with child psychologists, undertaking ground breaking research into what musical elements make babies happy. Through consultation with over 1000 British parents - who submitted their babies “happy" sounds - we created our song. Available on Spotify and soundofhappy.com, it is a genuine tool for parents who want to put a smile on their little one’s faces. The results speak for themselves: smiling, dancing, giggling, clapping babies!

LEARN WITH GANT

CREATING A NEW FLOWER BRAND

THE CHALLENGE

The gardening category is a closed community fraught with negative emotion, for the average person on the street the experience is not only a hassle but it’s one characterized by guilt and fear. Nobody wants to be responsible for killing a living plant through a lack of knowledge. 

THE CHALLENGE

We are increasingly disconnected from nature. There are more of us living in urban areas than ever before (90% of the UK). Yet, we now know that nature has a powerful effect on us; helping us to feel better and heal faster. Living flowers connect us with nature. 

THE IDEA

We launched the first true consumer brand in the gardening category with a product that is easy to care for and holds a clear consumer benefit: bringing a touch of nature through Longer Lasting Flowers for those who need it most. We created a lifestyle brand by borrowing the visual codes of fashion to bring modern brand behavior to the category. We developed everything from the brand positioning, design and packaging, to the name to P.O.S. 

FRANCE IS IN THE AIR

THE CHALLENGE

Recently Air France has faced fierce competition from both low cost and premium airlines, meaning they have experienced a squeeze from both top and bottom. With category-generic advertising full of images of planes, stewardesses and holidays, consumers tend to think that all offers and all airlines are alike. Air France needed to find a way to (re)establish their premium positioning.
 

THE TRUTH

France and ‘frenchness’ is globally synonymous with luxury and sophistication: from food to fashion, France is known for its savoir-vivre.

THE IDEA

‘France is in the air’

The impact of the campaign was immediate and significant. The brand idea was embraced by the company as a whole, not only in terms of communication but also as a filter for new services and products. Since launch the brand image of the company has seen a significant boost across major markets.

THE SUPER YUMMIES

THE CHALLENGE

Ready made baby food gets a bad rap, it looks nasty smells funny and for many mums it comes with unwanted extras – they don’t know what goes into the pot – for many homemade was best.

THE TRUTH

The Super Yummies pots are packed with more nutrients from lovingly grown ‘baby grade’ ingredients, a classification held to higher health standards than organic.

THE IDEA

We created an animated short to launch Cow & Gate's new toddler snack range – starring Nick Frost and of course, The Super Yummies. The Super Yummies brought a world to life where delicious goodies are lovingly grown, delivering results: 170% over projected forecast.

THE WHITE SHIRT

THE CHALLENGE

The GANT brand with its ‘Boston, beaches and rock lobster’ image was struggling to connect with a younger, more affluent consumer.

THE TRUTH

Where other U.S. sportswear brands borrow cues from the East Coast, GANT was born there. Founded in 1949 by a traditional shirt-maker, GANT grew its reputation on Ivy League University campuses as a fashion staple for students with talent, energy, big ideas and bigger dreams.

THE IDEA

To appeal to a younger, more aspirational consumer we needed to get back to the truth of the brand. Embrace a shared attitude and celebrate the iconic white shirt, a constant for a group that changed the world.  The re-positioning has influenced everything from a refined brand portfolio and the introduction of the GANT Diamond G, to a new brand website, refreshed retail strategy and of course international advertising.

THE PARENT HACKERS

A video posted by Cow & Gate UK (@cowandgateuk) on Jun 11, 2016 at 7:01am PDT

THE CHALLENGE

Ready to drink infant milks are seen as an easy, or even lazy, option for parents. 

A video posted by Cow & Gate UK (@cowandgateuk) on Jun 24, 2016 at 6:02am PDT

THE TRUTH

Being a parent is complicated. It can be fussy in certain times and situations. Cow & Gate ‘ready to use’ milks help simplify parent’s lives - leaving more time for the things that really matter, like fun!

A video posted by Cow & Gate UK (@cowandgateuk) on Jun 15, 2016 at 2:32pm PDT

THE IDEA

We teamed up with popular parent blogger Laura Byrne and her family to create, ‘The Parent Hackers’. Then uploaded original ‘Parent Hack’ videos with a fun twist to our social platforms to help Mums and Dads have less fuss and more fun.

NEW BOTTLE

THE PROBLEM

Bacardí is a 154-year-old brand,  the world’s second biggest spirit brand by volume, and the third by value. However, the brand’s ubiquity obscured its fatal flaw: it had weak equity, or as one U.S. consumer put it: “it's discopiss for douchebags”.

THE TRUTH

Bacardi refined a rambunctious spirit into the rum we know today. It's a heritage few know about and one that was not communicated at point of sale.  

To begin educating the world, the brand developed new bottles rooted in its heritage.

THE IDEA

We broke down the process into it’s most visually impactful moments. Then teamed up with Hudson Mohawke, using his unreleased track ‘Volcanic’ to create a piece of entertainment. A music video that educated our consumers through the culture they’re passionate about.