Maybelline: Surreal Twist with OOH

EssenceMediacomX & GroupM OOH

Client: L'Oreal

Everyone talks about how hard it is to cut through the clutter, not every product has to deal with the kind of clutter that we do. In Boots alone there are 351 – yes, 351 - mascara products on sale. That’s clutter!

For Maybelline’s Falsies Surreal Extension Mascara we cut through by creating a suitably surreal launch - and a new media format: the world’s biggest ever 3D OOH activation, bringing digital avatar “May” into the real world. Maybelline hit their highest mascara sales EVER, with 20% growth year-to-date, and the biggest lead over arch-rival Rimmel we had ever seen.