The Drum Awards for Marketing - Entry Deadline

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Date: Jul 2018
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The members of Little Mix star in the new advertising campaign for Unilever’s skincare brand Simple, created by TMW Unlimited. Part of a tie-up between the band and Unilever, the activity also involves the launch of a limited edition Little Mix range of Simple products, and a content partnership with Superdrug.

The 20-second ad brings the Limited Edition packaging to life. It features Jade, Perrie, Leigh-Anne and Jesy as they experiment with different looks, constantly changing their minds along the way, mixing things up as they have some fun comparing and clashing their looks. Then Jade has a mishap with a very vibrant shade of lipgloss. Her bandmates stop what they’re doing in shock and sympathy. Luckily for Jade, Jesy has some Simple Limited Edition Little Mix Micellar Wipes to help clean up the mistake. Then all the band members use different products in the Simple Limited Edition Little Mix range to remove their makeup in a way that is effective as well as being kind to their skin.

TMW Unlimited is also leveraging a partnership between Simple and Superdrug to build love and trust for the Simple products by focusing on the importance of skin health and providing skincare tips. This involves longer-form content for Superdrug’s own channels in the shape of Mix & Match, a Mr and Mrs-style quiz, which will test how much the Little Mix bandmates know about each other when it comes to their skincare and beauty routines. Content includes an edited 2-3-minute film, and some exclusive cutdown edits for Instagram stories. The campaign breaks on 25 July and runs for three months on digital channels including video seeding, Instagram, Snapchat, out-of-home and in store.