17 Cosmetics reveals 'Tonight We're Going Out Out' part of its "17 Make-Up Songs" campaign
17 Cosmetics has revealed the fifth instalment of its on-going “17 Make-Up Songs” campaign, which sees 17 Cosmetics teaming with up-and-coming bands and solo artists to write songs and make music videos which convey the feelings that 17 make-up products elicit.
With each new product 17 release, 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 the product. In association with creative agency Mother the cosmetics brand has commissioned a song entitled ‘Tonight We’re Going Out Out’, featuring London-based MC and singer Mercedes.
The interactive music video which accompanies ‘Tonight We’re Going Out Out’ brings to life the benefits of 17’s new ‘Blow Out’ volumising mascara through a Tumblr style site. The track comes to life as you scroll down the page to reveal a series of video loops synced to the beat. The images show girls getting ready for a night out, with Mercedes performing the song which was specially composed for 17 Cosmetics.
Laura Purcell, head of marketing for beauty from Boots, explained how 17 “have been working to reconnect 17 to its target youth audience,” by bringing back some of the “attitude it had when it first launched in 1968.”
She continued: “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.”
Strategist at Mother, Sarah Rabia, added: “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.”
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