The Tuxedo Agency of Montreal has won a Silver Cyber Lion award for Best Viral Advertising campaign during the 59th edition of the Cannes Lions, held in Cannes from June 17 to 23. The “Go Beyond The Cover” campaign it created for Dermablend – which produces foundations, concealers and other makeup products – was launched in October 2011 and features Zombie Boy, alias Rico Genest.
In one video on the site, Genest, seemingly a normal-looking young man removes all the makeup foundation and concealer to reveal his full body skeletal tattoo. We learn that Zombie Boy burst on to the scene in 2011 after Lady Gaga’s stylist and Thierry Mugler’s creative director Nicola Formichetti discovered the tattooed Canadian on Facebook. Formichetti asked him to come to Paris to walk the runway in both the Mugler men’s and women’s shows. “The Paris fashion crowd was instantly enamored with Rico and he soon after was featured in Lady Gaga’s ‘Born This Way’ video.”
Apparently it took three makeup artists for the one day shoot to cover Rico. During the transformation approximately four tubes of Dermablend Leg and Body Cover were used along with Leg and Body Tattoo Primer and Original Loose Setting Powder. During the shoot, Rico shared stories about his new fame and being asked to appear at children’s birthday parties. The video was shot in one take.