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Tuxedo Agency's Go Beyond The Cover Campaign for Dermablend Winner of a Brand Innovators Award in New York City

(May 18, 2012)

MONTREAL, QUEBEC -- (Marketwire) -- 05/18/12 -- Dermablend USA's (L'Oreal Group) Go Beyond The Cover campaign won the Best Digital Video prize at the Brand innovators Awards which took place at New York City's Gansevoort Park on May 16th. The Brand Innovators Awards celebrate leadership and innovation in brand marketing for the 2011 calendar year, which saw an impressive crop of players.

The Go Beyond the Cover campaign created by Tuxedo Agency was launched in October 2011 features Zombie Boy, aka Rico Genest. The video (as well as the Behind the Scenes) has garnered over 15 million views and more than 650, 000 Facebook shares.

Competing in that category:

Go Beyond The Cover by Dermablend, L'Oreal USA Jennifer Aniston Goes Viral by Smartwater, The Coca-Cola Company Angry Birds Live by T-Mobile The Force by Volkswagen

Arising from a meeting between Zombie Boy and Ludwig Ciupka, Creative Director at Tuxedo who discovered Rico in 2009, this collaboration resulted in a project aiming to highlight the importance our society gives to looks, and how they can be misleading. The basic idea was to "transform" Zombie Boy by completely hiding his tattoos (face and body)with Dermablend's Leg & Body Cover et Tattoo Primer.

You can view the videos on the website.

Customer: Dermablend Professional US - Renee Minini Ass. V-P Marketing V-P Client Services: Dominic Tremblay, Tuxedo Designer and Creative Director: Ludwig Ciupka, Tuxedo Brand and Strategy Director: Nancy Gendron, Tuxedo Video Editing: Jean-Michel Simard, Tuxedo Social Media Strategist: Rachelle Houde, Tuxedo Make-up Artists: Bruno Gatien and Jonathan Lavallee, under the supervision of C.J. Goldman (300, Silent Hill) Music: ZooBrazil, featuring Rasmus Kellerman

About Tuxedo

Tuxedo is a boutique agency that offers integrated and customized marketing and creative services. Our unique concept is based on personalized service, strong strategic analysis, a complete and elegant creative design, clear and measurable results, and a skilled and experienced team of professionals who are on-line with the latest trends.

Based in Montreal, Tuxedo is developing its business in Canada, in the US and in Europe.

For further information about Tuxedo, visit

France-Michele Thomas
1.514.664.5722 #122

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