Rimmel London wanted to launch the latest addition to their Thrill Seeker collection - the new Pitch Black Mascara - in a way that truly stood out. Instead of simply running their global TVC in the UK, they partnered with Tommy to create a citywide takeover designed to make an impact with their Gen Z audience.
Overview
London is saturated with beauty ads, so we had to go bigger, bolder, and blacker than ever. Our strategy was simple: own the city and dominate digital. We designed a connected content ecosystem that spanned TikTok, Snap, and a huge OOH and DOOH presence across hundreds of London locations - including an industry-first Snap AR Landmark takeover.
Execution
We brought Pitch Black to life with:
A full-scale London takeover – OOH, anamorphic DOOH, and lenticular bus t-sides featuring striking before & after visuals.
Immersive AR experiences – A Snap AR Landmark takeover and interactive D6 mall placements using special build cameras to engage shoppers.
Social-first creative – A TikTok Top View ad tapping into ASMR trends to make the product feel native and engaging.
Audience interaction – Sampling and interactive content designed to drive trial and UGC.
Results
The campaign dominated London, making Pitch Black impossible to ignore.
Massive press coverage boosted Rimmel’s brand credibility.
By breaking away from traditional beauty marketing, Rimmel London proved they’re doing things differently - and Gen Z noticed.
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