With the creation of Rimmel’s new mascara Scandal Eyes We were briefed in developing a concept that would take the ATL and bring it out onto the streets, encouraging engagement on the build up to both the launch of their new ambassador Cara Delevingne and the mascara.
For the pitch, we developed a concept had 4 days of pre promotion, helping build up mystery and interest, by projecting Cara’s eyes in different locations. On the day before the live date a mysterious vault with many security cameras surrounding it appeared. The cameras were motion activated whilst a count down began.
The idea was that from people’s engagement via instagram we would send clues on how to break the safe. So that on the live day, people could come down and try and break the vault to when Rimmel prizes and get exclusive pre-sale samples.