our work
the relationship
Five star, formerly Fiver, was looking for a new reality drama to fill the channel’s 10pm slot on Thursdays.
Camden Creative - in association with ETV - pitched the idea of a new series called PUSH charting the journey of Lydia Harrison, as she moves to London to break into the world of fashion journalism. Endemol Worldwide Distribution came onboard as distributor for the series.
Around the time of production for this series, ETV was in conversation with Rimmel London regarding branded content opportunities, and were able to give them an exclusive insight into the show.
Rimmel soon realised that it was a great sponsorship opportunity, with the brand values being a perfect match.
our idea
Camden Creative and ETV co-produced the 10 x 30 minute reality/drama series about the reality of starting out in an exciting, competitive industry, winning and losing, life and love.
PUSH took on an online persona with the main character’s fashion blog (StylePush) appearing on five.tv, Facebook and www.stylepush.co.uk, along with the one minute update shows.
The programme was filmed as close as possible to the on-air dates, so it would be reactive to current events and culminate at London Fashion Week, just as interest in the sector was at its peak.
our highlights
The series was perefectly on message with Rimmel's core brand value - 'Beauty made in London is witty, edgy and streetwise'. Rimmel was extremely pleased with the look and feel of the sponsorship bumpers, which were also produced by ETV.
