A Beautiful Campaign for Castlecourt


When it came to creating a Spring/Summer campaign for new mxb client Castlecourt Shopping Centre the solution was staring us in the face.  To truly differentiate in a heavily fashion-led landscape, we focused on the amazing beauty offering at Castlecourt by creating  ‘Make-up by the Masters’ – a month-long event of make-up workshops held within the centre. We sought the expertise of four professional make-up artists who showcased their creativity in live demonstrations of the ultimate summer beauty looks, ranging from cute kissable pastels to fierce cats eye.

Our creative campaign involved a single model styled in four distinct looks to highlight the power of transformation available with beauty products from Castlecourt.  The tone was adventurous, quirky, bold, and thoroughly eye catching.  We used Live video on Facebook and Instagram to engage viewers at home, with creative messaging across digital and print advertising, geo-targeted advertising and strategic social media coverage with a lead generation competition to win a trip to New York.  Plus, a head turning adshel live execution city-wide.

A beauty campaign, delivered beautifully.