Tuxedo Agency

Tuxedo Agency

June 19, 2012 11:35 ET

Tuxedo Agency Nominated at the 2012 Cannes Lions Competition for Its «Go Beyond the Cover» Digital Campaign

MONTREAL, QUEBEC--(Marketwire - June 19, 2012) - Montreal's Tuxedo Agency has made the shortlist and been nominated for a Cyber Lion in the Best Viral Video category during the 59th edition of the Cannes Lions, the International Festival of Creativity, which are taking place in Cannes from June 17-23. The Cannes Lions are the most prestigious and coveted international prizes which recognize excellence in communications and creative advertising.

This year's competition has seen over 34,000 entries from 87 countries, divided in 15 categories.

The "Go Beyond The Cover" campaign created by Tuxedo Agency was launched in October 2011 and features Zombie Boy, alias Rico Genest. this campaign was nominated in the following category: Cyber Lions - Best Viral Video.

A few of the competitors in this category:

Cyber Lions - Best Viral Video

  • Dermablend's Go Beyond The Cover by Tuxedo Agency, Canada
  • Volkswagen's The Bark Side by Deutsch Los Angeles, USA
  • David Cornfield Melanoma Fund's Dear 16-Year-Old Me by Evidently, UK
  • F-Swiss' MFCEO by 72AndSunny Los Angeles, USA
  • Deutsche Telekom's Angry Birds Live by Saatchi & Saatchi Milan, Italy
  • Mercedes-Benz's The Invisible Drive by Jung von Matt Hamburg, Germany
  • Wrigley Canada's (Skittles) The Princess and the Finger by BBDO Toronto, Canada

The 2012 Cannes Lions complete a very successful competition run for Tuxedo Agency who has also won a CRÉA prize, a Brand Innovators award as well as two Bees awards this year.

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 Leg & Body Cover and Tattoo Primer products.

The videos can be seen on www.gobeyondthecover.com.


  • Dermablend Professional US, Renée Minini, Ass. V-P Marketing
  • V-P Customer 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 Lavallée, 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 www.agencetuxedo.com.

About the Cannes Lions

The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.

As the most prestigious international annual advertising and communications awards, over 34,000 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy honouring the most creative Film, Print, Outdoor, Interactive, Radio, Design, Promo & Activation, Film Craft, Mobile, Branded Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium and Creative Effectiveness ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Close to 9,500 delegates from 95 countries attend seven days of exhibitions, screenings, as well as 57 high-profile seminars, 20 workshops and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication.

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