Police: start of search for new faces for 2010 campaign

Yesterday was the official start of the competition organized by Police, the De Rigo Group’s historical house brand, to find a new face for the Be YOUnique 2010 advertising campaign. The idea stems from the widespread popularity of the “unique” international communication strategy for 2009 and the growing success of Police as a global lifestyle brand. The competition is for young people who are in line with the Police lifestyle and have a feisty style or unique personality.

To take part, just register on www.police-beyounique.com, upload your photo and describe the aspects that make you unique. Every two weeks, ten personalities will be chosen from the users’ votes until sixty finalists have been chosen from among the most interesting faces in the photo gallery on the site. Final casting will be carried out by Police and the creative agency in September 2009; in the fall, the winner will take part in the shooting of the new Be YOUnique visuals for 2010.

As well as a campaign on MySpace, which will run throughout the selection period, in Italy, France, the United Kingdom and Switzerland the initiative will be communicated and promoted in viral spots on the websites most popular with young people; dedicated materials for outlets, such as posters, postcards, etc., will also be created along with PR actions. All visuals for the project will be strictly in line with the current campaign and the Be YOUnique concept.

Second prizes include a vacation for those who invited the most friends to register for the competition, a vacation draw in accordance with the rules printed on the postcards available from outlets, and a vacation draw for a retailer participating in the activity.