Provocalips

February 26, 2015
Provocalips

British cosmetics brand Rimmel London showcases its new Provocalips 16-hour kiss-proof lip color in its spot, “Provocalips.” The brand’s partnered model, Georgia May Jagger, sports the robust rouge with predictable pomp and flaunts Rimmel’s characteristic “London Look”. Swedish band, LaDiDa drives the spot with its energetic, distorted guitar, matching the punk tone of the brand.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Wave Studio

Listen

Ladida

Money On Shoes (without Beer)

The Challenge

Great Song, New Version

According to HM Communications, the media and creative agency behind the campaign, “Provocalips” was aimed to inspire the risqué side of Rimmel London’s audience. To amplify the brand’s message, this spot required a punchy song that exuded spontaneity. Wave Studios, the audio post-production company for the ad, discovered that song after Tarjas White, Licensing & Business Development Manager at Music Dealers, instructed them how to search key terms in the Music Dealers catalog. The challenge was crafting the perfect version of that song.

The Solution

Assisted Customer Search

According to White, Wave Studios found “Money on Shoes” by LaDiDa and loved it; - however, the lyrics had to be identified. Afterwards, the brand’s lead agency requested an edited version of the song before presenting it to Rimmel. White and Music Dealers Director of Artist Services Rob Lindquist managed all interactions, working with the artist and the client to create the best version of the song for the spot.

The Result

Consumer Engagement

Tagged as “Mean/Tough” and “Rowdy,” among other keywords in the catalog, “Money on Shoes” rocks through Rimmel London’s spot perfectly. The brand’s message of excitement and rebelliousness was echoed through LaDiDa’s punk beat, deepening the brand’s sonic identity. According to the agency’s follow-up survey, “97% of participants expressly stated they had a positive experience with the brand.”


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