Sleek MakeUP Film My face. My rules. by Forsman & Bodenfors Gothenburg

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My face. My rules.

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Industry Makeup
Media Film
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Agnes Stenberg-Schentz
Copywriter Anna Quennerstedt
Production New Land
Director Nadia Marquard Otzen
Released September 2017


Eurobest Awards 2017
Film Craft Casting Bronze Eurobest

Credits & Description

Forsman & Bodenfors presents its first global campaign for cosmetic brand Sleek MakeUP joins forces with its own followers to show the real side of makeup and put an end to makeup shaming. The world of makeup is not just about products, techniques and styles. Being exposed to makeup shaming from people you know or strangers in the streets is also a reality for many.
An everyday experience, portrayed in this new campaign from Sleek MakeUP.
Media: TV
Category: Cosmetics & toiletries
Client: Sleek MakeUP
Agency: Forsman & Bodenfors
Country: Sweden
Director: Nadia Marquard Otzen
Art Director: Agnes Stenberg-Schentz
Copywriter: anna qvennerstedt
Producer: Anna Lundin
DoP: Victor Sequin
Account Director Viktoria Wallner
Account Manager Kristina Wilmar
Designer Michelle Christiansen
Production: New Land Stockholm, Sweden
Art Director: Agnes Stenberg-Schentz (Forsman & Bodenfors)
Copywriter: Anna Qvennerstedt (Forsman & Bodenfors)
Account Director: Viktoria Wallner (Forsman & Bodenfors)
Account Manager: Kristina Wilmar (Forsman & Bodenfors)
Producer: Anna Lundin (Forsman & Bodenfors)
Designer: Michelle Christiansen (Forsman & Bodenfors)
PR Strategist: Maja Bredberg (Forsman & Bodenfors)
PR Assistant: Haisam Mohammed (Forsman & Bodenfors)
PR Assistant: Ikrah Ferdaus (Forsman & Bodenfors)
Researcher: Amelie Sandström (Forsman & Bodenfors)
Music Supervisor: Jenny Ring (Forsman & Bodenfors)
Social Media Specialist: Sebastian Nowacki (Forsman & Bodenfors)
–: Emily Maben (Sleek Makeup)
Client Supervisor: Eleanora Barker (Sleek Makeup)
Producer: Erik Torell (New Land)
Producer: Sophie Hedberg (Forsman & Bodenfors)
Director: Nadia Marquard Otzen (New Land)
Director Of Photography: Victor Sequin (Forsman & Bodenfors)
Music Artist: T.V.O.D feat. Lowell (T.v.o.d Feat. Lowell)
Editor: Andreas Arvidsson (Andreas Arvidsson)
Photographer: Cecy Young (Cecy Young)
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.