Casting without seeing

Here's an interesting marketing stunt: BareEscentuals, a premium cosmetics company, cast its latest campaign by evaluating models from an open call based first on their written words, then by their voices and interview responses. The client and agency never saw a face until they made their final selections.



Here are the winners:

What, you expected them not to be this beautiful? Perhaps a little older, in some cases, than the average cosmetics models. Perhaps brainer. (Andrea is an environmental scientist and entrepreneur, Melanie has an engineering degree, and all are very accomplished.) But wouldn't you have expected a "blind" casting call to have at least turned up someone more average looking? Or older? Or larger?

Only the client, or perhaps TBWA\Chiat\Day, LA can answer those questions.

Nevertheless, a good marketing tactic. I'll bet Dove wishes they had thought of it first.

Via IBIA