Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Imagine an anti-aging cream so good it turns grown-ups back into children.
Last week, Kiehl's and Paramount teamed up to promote Zoolander 2 ahead of its Feb. 12 launch with a real-life "Derek Zoolander Center for People Who Don't Age Good." A play on the first movie's "Derek Zoolander's Center for Kids Who Can't Read Good," the experiential stunt—temporarily set up in New York's West Village—offered visitors a ridiculous tutorial at the hands of (naturally) male models.
But marketing shop Night Agency also hyped the event with five videos featuring celebrities reading voiceovers about the benefits of the center's program—while on screen, children lip-sync the monologues as young-again versions of the weathered old stars.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in