The Luna Park entrance is Australia’s biggest face. Probably it’s most photographed. Possibly its most famous. This International Lipstick Day, Revlon has given her a makeover.
The idea by Emotive supports the charity, Look Good Feel Better, as well as giving Revlon’s presence a boost, using its Live Boldly brand ethos in the most unexpected of ways. The full campaign is being told across social media, influencers, earned media, and live brand experiences.
Revlon ANZ head of marketing, Amy Kingon Smith, commented, “Revlon is Australia’s #1 lipstick brand with a century long history of celebrating with purpose. International Lipstick Day provided the perfect opportunity to bring together an iconic brand, an iconic location, an iconic ambassador – all for a good cause, with $2 from every Super Lustrous lipstick sold at Chemist Warehouse donated to our long-standing charity, Look Good Feel Better.”
The campaign commenced at dawn on Monday, July 29, with a photo opportunity for lipstick lovers via a giant 5.5m replica of Australia’s favourite Super Lustrous lipstick on Sydney’s harbourside with Revlon ambassador, Delta Goodrem, surprising morning commuters with Super Lustrous Lipstick handouts. The standout moment, though, was the unmissable Luna Park makeover brand activation, as projection mapping and animated sequences presented five distinct makeup looks inspired by Australia’s favourite Super Lustrous lipstick shades, transforming the entrance of Luna Park.
Kat Topp, creative director, Emotive, stated, “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*.”
The day culminated with Delta Goodrem performing at a glittering twilight red-carpet VIP event and talking about her inspiring work for the Delta Goodrem Foundation in support of Look Good Feel Better. The event was MC-ed by Maria Thattil and attended by Revlon’s Bold Beauty ambassadors in addition to a leading line-up of celebrity faces.
Credits:
Client: REVLON
Partner: Chemist Warehouse
Creative & 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
