Despite the invasion and war with Russia, Europe’s largest out-of-home screen is still making waves in in Ukraine’s capital Kyiv.
The 4,000 square-metre screen, twice the size of London’s Piccadilly Lights, has just featured in Maybelline’s global New York Falsies Surreal Extension Mascara 3D digital out-of-home (DOOH) campaign.
The campaign was initially conceived as a UK-only campaign, but after a successful “debut” of the 3D DOOH creative in a nationwide campaign which ran in April and June this year across 280 sites on both small and large format screens, the global Maybelline team decided on an international expansion. At the time Maybelline said this made it the largest 3D outdoor campaign in any market.
At this year’s World Out of Home Organisation Global Congress, Victor Ivanchenko from Prime Outdoor Ukraine, spoke about the realities of outdoor advertising in a warzone after Russia’s invasion in February 2022, with issues including destroyed inventory, a population on the edge of poverty, and lack of investment.
Liliia Shyshkova, brand manager, Maybelline New York, L’Oréal Ukraine, said as a client they were “elated” to see this “extraordinary visual DOOH campaign” on the screens at Gulliver shopping mall, strategically located at the heart of Kyiv and a bustling high-traffic hub.
She said this specific campaign exceeded expectations and aspirations, adding: “What makes this even more remarkable is that this campaign marks a triumphant return for Maybelline New York in the world of OOH advertising, a bold statement of resilience and creativity in the face of the full-scale Russian invasion. Despite the challenging times, we’ve come together to create something exceptional, reminding the world of our unwavering commitment to beauty and innovation.”
Since June the campaign has run 3D creative in 15 countries, for many the first time using 3D content, including; Germany, Denmark, Sweden, Finland, Norway, Estonia, Latvia, Lithuania, Poland, Australia, Canada, France, and Serbia. Maybelline claims this is “the world’s first global 3D digital out-of-home campaign”.
Andrew Phipps Newman, CEO and co-founder of DOOH.com, which worked on the campaign with WPP’s specialist outdoor agency Kinetic, sister media agency EssenceMediacomX, said it “underscored the honour” the company felt when the ad took over the screen in Kyiv’s centre and called it “a pivotal moment” in the campaign’s journey.
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