Revlon transforms Luna Park for International Lipstick Day via Emotive
Revlon ambassador Delta Goodrem joined the brand, handing out Super Lustrous Lipsticks to commuters.
Revlon marked International Lipstick Day on Monday by transforming Sydney's Luna Park face. The campaign was in support of the national cancer-support program charity Look Good, Feel Better, via creative agency Emotive.
The campaign's centrepiece involved projection mapping and animated sequences to transform the park's entrance, displaying five different makeup looks inspired by Super Lustrous lipstick shades.
Photo opportunities included a 5.5m replica of the Revlon Super Lustrous lipstick on Sydney’s harbourside, and Revlon ambassador Delta Goodrem handing out Super Lustrous Lipsticks to commuters
[embed]https://www.youtube.com/watch?v=JZ-dmq9knU4[/embed]
The work aimed to bolster Revlon's brand presence by utilising the cosmetics company's Live Boldly brand across different media channels, including social media, influencers, earned media, and live brand experiences.
"Revlon is Australia’s number one lipstick brand with a century long history of celebrating with purpose," said Revlon ANZ head of marketing, Amy Kingson Smith.
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"International Lipstick Day provided the perfect opportunity to bring together an iconic brand, an iconic location, an iconic ambassador – all for a good cause.”
The partner donation campaign will run until 7 August at Chemist Warehouse stores, with $2 from every Revlon Super Lustrous lipstick sold donated to the charity.
"This campaign is the epitome of pure joy: in the creation, the experience, the effect it had on all who interacted with it, and the good it will do. I’m also a sucker for a makeover reveal, creating one at such an epic scale was *mwah*” said Emotive creative director, Kat Topp.
The day ended with a VIP event featuring Goodrem performing and discussing her work with the Delta Goodrem Foundation in support of Look Good, Feel Better. The event, hosted by Maria Thattil, was attended by A-listers as well as Revlon's Bold Beauty ambassadors.
[embed]https://www.youtube.com/watch?v=N8Hdi-bPnYg[/embed]
“International Lipstick Day presented the perfect moment to launch 12 new shades, reinforce our positioning as Australia’s favourite lipstick brand – and mark our ambition for the future to remain as clear market leader," added Revlon marketing manager, Lucy Robinson.
The campaign follows Emotive's recent string of work, including Formula 1 star Daniel Ricciardo fronting an integrated campaign to celebrate the launch of St Hugo winery’s DR3 wines into Dan Murphy’s stores nationwide.
Earlier in July, the agency launched a campaign for Google featuring Kath & Kim fan-favourite Sharon Strzelecki (played by comedian and actress Magda Szubanski) to showcase its new range of AI-powered tools.
See also:
Daniel Ricciardo takes over Dan Murphy’s in Emotive campaign for DR3 wines
Emotive launches campaign for Google starring Aussie icon Sharon Strzelecki
Credits: Client: REVLON Partner: Chemist Warehouse
Creative and Production: Emotive CEO: Simon Joyce Strategy Director: Anna-Claire Clendon Business Director: Alison Daly Creative Directors: Kat Topp & Paul Sharp Senior Producer: Michael Hollis Head of Brand Experience: Rebecca Gelao Senior Producer, Brand Experience: Candice Dobbie
Projection Design & Animation: Ikonix Technical Direction: Eat the Elephant Projection Mapping: TDC Event Coverage: Fortem Media Videographer: Trystin Sinnott Photographer: Daniel Armstrong Drone: Flying Glass Pilot: Cameron Board Drone Assistant: Darian Woods
PR: Stark Matthews Media: Affinity
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Top Image: Delta Goodrem
