MY FACE. MY RULES.

Bronze Eurobest
TitleMY FACE. MY RULES.
BrandSLEEK MAKEUP
Product/ServiceSLEEK MAKEUP
Category A03. Casting
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Credits
Name Company Position
Agnes Stenberg-Schentz Forsman & Bodenfors Art Director
Anna Qvennerstedt Forsman & Bodenfors Copywriter
Viktoria Wallner Forsman & Bodenfors Account Director
Kristina Wilmar Forsman & Bodenfors Account Manager
Anna Lundin Forsman & Bodenfors Producer
Michelle Christiansen Forsman & Bodenfors Designer
Maja Bredberg Forsman & Bodenfors PR Strategist
Haisam Mohammed Forsman & Bodenfors PR Assistant
Ikrah Ferdaus Forsman & Bodenfors PR Assistant
Amelie Sandström Forsman & Bodenfors Researcher
Jenny Ring Forsman & Bodenfors Music Supervisor
Sebastian Nowacki Forsman & Bodenfors Social Media Specialist
Emily Maben Sleek MakeUP
Eleanora Barker Sleek MakeUp Client Supervisor
Erik Torell New Land Producer
Sophie Hedberg Forsman & Bodenfors Producer
Nadia Marquard Otzen New Land Director
Victor Sequin Forsman & Bodenfors Director Of Photography
T.V.O.D feat. Lowell T.V.O.D feat. Lowell Music Artist
Andreas Arvidsson Andreas Arvidsson Editor
Cecy Young Cecy Young Photographer

Brief Explanation

F&B:s very first campaign for British beauty brand Sleek is a shoutout to makeup junkies everywhere. Our research shows that people who spend a lot of time on their makeup can face some serious judgement, from parents and partners as well as from strangers on the street. But makeup is really a part of their identity, a hobby, a stress relief, an art form – and they should be respected for it. The stunning cast has been recruited through the @sleekmakeup Instagram account, out of around 3000 applicants. With this campaign, Sleek MakeUP enters the US market.

Makeup and authenticity are important to this campaign’s audience. With these insights, we realized that nothing is more authentic than to feature real makeup-lovers in our film. We started a profound casting process through Sleek’s Instagram channel (with 1 million followers). During less than a week, we posted one post per day, asking the followers to enter our casting by posting a picture of themselves and tagging it #SleekCampaign2017. The only requirement: being a true makeup lover and being able to shoot in London at the date of production. Within days, the posts calling all makeup lovers got over 3000 applications. From the 3000 entries, around 30 people were selected and invited to a call-back in London, where we interviewed them. The interviews were made it into social media content, and a couple of lucky makeup enthusiasts were featured in the final main film.