Anna Qvennerstedt
Copywriter, Senior Partner, Chairman of the Board at Forsman & Bodenfors, Göteborg
Göteborg, Sweden
TitleMy Face. My Rules.
Campaign My Face. My Rules.
Advertiser Sleek Makeup
Brand Sleek Makeup
Date of First Broadcast/Publication
Business Sector Makeup
Philosophy F&B:s very first campaign for British beauty brand Sleek is a shoutout to makeup junkies everywhere. Our research shows that people who spend a lot of time on their makeup can face some serious judgement, from parents and partners as well as from strangers on the street. But makeup is really a part of their identity, a hobby, a stress relief, an art form – and they should be respected for it. The stunning cast has been recruited through the @sleekmakeup Instagram account, out of around 3000 applicants. With this campaign, Sleek MakeUP enters the US market.
Makeup and authenticity are important to this campaign’s audience. With these insights, we realized that nothing is more authentic than to feature real makeup-lovers in our film. We started a profound casting process through Sleek’s Instagram channel (with 1 million followers). During less than a week, we posted one post per day, asking the followers to enter our casting by posting a picture of themselves and tagging it #SleekCampaign2017. The only requirement: being a true makeup lover and being able to shoot in London at the date of production. Within days, the posts calling all makeup lovers got over 3000 applications. From the 3000 entries, around 30 people were selected and invited to a call-back in London, where we interviewed them. The interviews were made it into social media content, and a couple of lucky makeup enthusiasts were featured in the final main film.
Media Type Television & Cinema
Art Director
Account Director
Account Manager
PR Strategist
PR Assistant
PR Assistant
Music Supervisor
Social Media Specialist
Client Supervisor
Director Nadia Marquard Otzen
Director Of Photography
Music Artist


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