17 Cosmetics is launching ‘Tonight We’re Going Out Out’ an interactive music video and the next phase in the “17 Make-up Songs” campaign – a collaboration with up-and-coming bands and solo artists who write songs and make music videos, which convey the feeling that 17 make-up products elicit.
Mother and 17 Cosmetics have commissioned a song titled ‘Tonight We’re Going Out Out’, which brings to life the product benefits of 17’s new volumising mascara that sculpts and teases every lash for bigger, bolder, bouffant lashes that are perfect for big nights out. Bringing on board London-based MC and singer Mercedes, they’ve created an interactive music video for the song, which takes the form of an interactive Tumblr style site. The track comes to life as you scroll down the page to reveal a series of video loops that are synced with the beat. The images show girls getting ready for a night out and Mercedes performing the song, which was specially composed for 17 Cosmetics, which is exclusively available at Boots.
In order to see the video and hear the song, people will be directed via press ads, PR and online display, to 17’s Facebook page www.facebook.com/17Cosmetics
which will direct people to the website www.17blowoutmascara.com
to interact with the full song and video and further information about the product and Mercedes.
‘Tonight We’re Going Out Out’ is the fifth collaboration in the 17 Make-up Songs campaign, which uses music as a medium to connect the 17 brand to its youth audience. Research has shown that music is one of the most important things to teenagers, coming second only to their friends. With each new product launched by 17, the emotions of the make-up will be briefed to a band or music artist, who will bring those feelings to life. The song is not a jingle for the product, but an authentic song inspired by a truth linked to the product.
Lara Purcell, Head of Marketing for Beauty from Boots said, “We have been working to reconnect 17 to its target youth audience and give it back the relevance and attitude it had when it first launched in 1968. Producing engaging, sharable content based on reflecting back moments in young woman’s lives, versus straightforward advertising, gives the brand a point of difference. We are really excited about the tumblr type video concept for our most recent launch, ‘17 Blow Out Mascara’, as it will be our most interactive piece of content yet.”
Sarah Rabia, strategist at Mother says, “Whilst competitor advertising uses the language of science to talk about mascara, we discovered that the emotional benefit and spirit of volume mascara is all about getting ready for a big night out. Our up-and-coming artist Mercedes and interactive music video perfectly capture the energy, dynamism and narrative of a great night out.”
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Director: Zubicky & Tempelman
Production Co: Social Club
Producer: Pernilla Eriksson
Editor: Stopp / Zubicky & Tempelman
Post Production: Stopp / La Machine
DoP: Erik Sohlström
Typographer: Hana Tanimura
Web production: Stopp / Amir Ossanloo