Rimmel London rolled out the first ever out of home campaign for a cosmetics brand to feature on Ocean’s iconic IMAX, featuring its famous London poster girl Kate Moss.

Planned by OMD UK and Talon, with creative in house by Coty, the campaign features Rimmel London’s Wake ME Up Mascara. The IMAX has been booked alongside premium digital sites to provide huge standout and impact on the streets.

The campaign broke on Monday, May 18 and runs for two weeks.

Sarah Davies, Marketing Manager for Rimmel London said: “Two British icons are brought together for the first time in a campaign which really delivers on the world beating wow factor of out of home advertising.”

At 1,734m² the IMAX is Europe’s largest and most unique advertising location.

Ocean agency sales director Rob Hesketh said: “Ocean’s recent investment in new LED lighting effects brings glossy magazine quality advertising to London’s IMAX for the first time. Its impact is impossible to replicate.”