Throughout June 2018, Models 1 and BEAST joined forces to discover the newest faces for the male cosmetic brand's latest campaign. Launching a social media competition on the heels of London Men's Fashion Week, entrants also competed for an introduction to Models 1.
The search for the M1 BEAST Boys was focused on detailed targeting of men between
the ages of 16-50 living within the UK and over the course of one month, with applications spread across Models 1’s Instagram and email, we received over 1K entrants.
To ensure a successful campaign, speciality water brand No.1 Rosemary Water joined the competition as an official partner, which allowed us to maximise the digital campaign, which went on to acquire over 850K impressions, meaning the content that was produced in-house was viewed nearly a million times throughout the duration of the competition and subsequent promotion of the winners.
Judged by a panel made up of GQ’s Luke Day and Mikey Hennegan, Rosemary Water’s CEO David Spencer-Percival and representatives from Models 1 and BEAST - our three chosen finalists Luke, Reece and Taryl; all varying in age and looks, encompass all that both BEAST and Models 1 seek to represent for men. They are bold, individual and each tell a different story. Luke, a Bournemouth University graduate – Reece, a sixth form student from Nottingham and Taryl a recent graduate from Birmingham.
Brought in to be shot by Models 1’s Artistic Director Aaron Hurley, the selected images of the boys were placed in BEAST’s flagship store window for one month and used as online advertorial.