Rimmel: Shake Mascara

Rimmel London is about to shake-up the mascara scene with the launch of product innovation Volume Shake Mascara. The new product is introduced by supermodel Cara Delevingne in a bustling music video featuring grime artist Nadia Rose, directed by Emil Nava and created with BETC London.
Rimmel’s Volume Shake Mascara is a first-to-market patented product. Shaped like a design cocktail shaker, the mascara features revolutionary Shake-Shake technology, so it never dries out thanks to a unique shakeable mechanism. Rimmel’s expertise in mascaras as well as the brands long term strategy to champion self-expression in youth culture, inspired a stunning fast-paced and quick-cut music video. With good vibes, clever product integration and amazing talent, the film is a brilliant example of how brand strategy and creative vision can elevate each other. This campaign marks a progression from the codes of the FMCG beauty category. The video delivers the Rimmel attitude through music choice, visual language and performance, placing Volume Shake as the hero in the action. The benefits of the new product are signified through an entertaining continuous finger tutting routine created by dancer Naomi and choreographer Suzette. It was performed by Cara and the Rimmel squad of dancers, backed by Nadia Rose’s pumping hip hop track ‘Skwod’. The film is directed by North Londoner Emil Nava, double winner of 2016 MTV VMAs.