Mitchum Launches Mitchum's Hardest Working Person In America Campaign on May 17

Mitchum's First New Campaign since 2005 Asks Men and Women Across the Country to Submit Video Entries to be Named Hardest Working Person in America

Created by Producer/Director Brett Ratner with Documentarians Albert Maysles and Bradley Kaplan, and Famed Photographer Brigitte Lacombe to Capture the Hardest Working Images

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Revlon

May 18, 2010, 03:49 ET

NEW YORK, May 17 /PRNewswire/ -- Mitchum, the hardest working antiperspirant/deodorant, and Brett Ratner Brands (BRB), director Brett Ratner's creative content company, announced the launch of Mitchum's "Hardest Working Person in America" (HWPIA) campaign. The campaign, which kicks off today, will feature a contest designed to find, highlight and reward the hardest working man or woman in the country based on video submissions to the campaign's site, mitchumhardestworking.com. The American public will vote on which person featured among the top ten finalists will be named, "The Hardest Working Person in America." The announcement was made today by Alan T. Ennis, CEO of Revlon, Mitchum's parent company and producer/director Brett Ratner, the creative force behind the campaign.

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(Photo: http://photos.prnewswire.com/prnh/20100517/MM05561 )

(Photo: http://www.newscom.com/cgi-bin/prnh/20100517/MM05561 )

The HWPIA campaign is Mitchum's first major campaign since 2005 and features TV, print and digital media, as well as social networking platforms including Facebook, Twitter, YouTube and Flickr. The campaign was created to reward the American tradition of hard work, to capture the real-life work ethic of people across the country and to drive awareness to Mitchum products, the hardest working antiperspirant and deodorant on the market.

"From the rural factories to the city boardrooms, we felt strongly that the Mitchum campaign should celebrate the hard work, sweat and dedication of the men and women in our country and enable them to share their stories," said Alan T. Ennis, President and CEO of Mitchum's parent company, Revlon Inc. "The Hardest Working campaign is unique in that the values and qualities of our Mitchum products and brand align with the reality of the American work force. Americans work hard; so does Mitchum."

Mitchum and Revlon enlisted Brett Ratner to develop the "Hardest Working" campaign, because of his proven aesthetic that combines creativity, connectivity and natural storytelling ability. Ratner connected Mitchum to award winning documentarians Albert Maysles and Bradley Kaplan, along with famed photographer Brigitte Lacombe to help bring the campaign to life.

"We felt strongly that Mitchum's campaign should appreciate the everyday efforts of American workers -- people just like you and me," said Brett Ratner. "We are excited to work on this project for Mitchum and I knew from the start that at 82 years old, Albert Maysles is the perfect filmmaker to capture and convey the diverse work ethic of people across the country. One only has to glimpse at a sliver of Brigitte's work to know that she will allow the spirit of ordinary men and women to shine brighter than any of the celebrities she has worked with during her successful career."

The legendary Albert Maysles and co-filmmaker Bradley Kaplan have created four short films detailing the work of men and women across the country. The films, along with four short films created with BRB and CAA Marketing, were shot documentary style. All eight short films will be used during the campaign in television spots and can be found on mitchumhardestworking.com. This is the director's first commercial venture.

"I was thrilled when Brett and Mitchum asked us to create some shorts for the Hardest Working campaign," said Albert Maysles. "As filmmakers, we tried to portray the dedication, commitment and perseverance of a few very special folks, as a snapshot of what is seen across the country. To capture these people in their everyday lives -- hard at work -- documents a beautiful slice of Americana."

The HWPIA campaign kicks off on May 17, and is seeking video submissions from people all across the country. The week of July 19 the top ten finalists, as chosen by BRB and Mitchum, will be presented on the Mitchum site. America will vote for the Hardest Working Person, with the winner chosen the week of August 15. The Hardest Working Person in America will be rewarded with $100,000 and will be the subject of a short film by Albert Maysles and Bradley Kaplan. During the campaign, Americans will also get to choose the "Audience Award," the fan favorite for the most captivating video submission. The Audience Award winner will be announced on August 15 as well and will get a $5,000 prize and will be awarded a "golden" Mitchum trophy.

Men and women 18 and older can enter the contest via the site and will be directed to Mitchum's YouTube page, where they can upload their video nomination. Mitchum's digital contest enables nominees to campaign for themselves to garner the most votes by using social networks such as Facebook and Twitter, as well as HWPIA's custom online campaign tool kit. Upon entry each contestant will be given a campaign site with a unique URL (name.mithcumhardestworking.com). From there, contestants are given the ability to share that site via social media, custom web banners, and even create and purchase physical goods (such as shirts, mousepads, and mugs) encouraging the public to vote for them. In addition, contestants can populate their Mitchum site with supporting material from their social streams, like Twitter, Facebook, flickr.

For submissions, official rules, and to follow Mitchum's Hardest Working Person in America contest, please go to the following sites: mitchumhardestworking.com; upload your video to YouTube at www.youtube.com/mitchum, on Facebook at www.facebook.com/mitchum, or follow the campaign on Twitter at @MitchumTM (twitter.com/mitchumtm).

For a preview of the :60 trailer on Mitchum's Hardest Working campaign, go to mitchumhardestworking.com.

Brett Ratner Brands worked in conjunction with CAA Marketing, a division of Creative Artists Agency, on the marketing aspects of this campaign.

About Revlon

Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is Glamour, Excitement and Innovation through High-quality Products at Affordable Prices. Revlon® is one of the strongest consumer brand franchises in the world. Revlon's global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, Revlon Colorsilk® hair color, Revlon® beauty tools, Charlie® fragrances, Mitchum® anti-perspirant / deodorants, and Ultima II® and Gatineau® skincare. Websites featuring current product and promotional information can be reached at www.revlon.com, www.almay.com and www.mitchumman.com.

About Brett Ratner Brands

Brett Ratner Brands is a creative consulting company that provides brands with new ways to market their products and services in entertaining ways. Based in Los Angeles, it is the brainchild of acclaimed director and producer Brett Ratner and CAA Marketing, a division of Creative Artists Agency.

SOURCE Revlon