Maybelline launches ‘world’s biggest 3D OOH campaign’

The creators of cosmetics brand Maybelline’s nationwide 3D out-of-home have hailed the world’s biggest campaign of its kind for outdoor creative that appears to pop out of the screen.

Maybelline’ campaign for New York Falsies Surreal Extension Mascara will run 3D creative on 280 screens in towns and cities around the UK, making it the largest 3D outdoor campaign in any market.

The 3D spots will run in multiple outdoor environments including high streets, shopping malls, rail stations and spectaculars like the Panoramic Banner at Manchester Arndale Shopping Centre to target a Gen Z and millennial audience.

WPP’s specialist outdoor agency Kinetic, sister media agency EssenceMediacomX, and digital specialist DOOH.com worked on the campaign which began on 17 April and runs until 7 May.

JCDecaux, Clear Channel, Ocean Outdoor, and Open Media were the outdoor media owners involved, and the OOH activation will be accompanied by TV and online content activity.

“This is the largest 3D campaign, in terms of scale, any market has seen,” Andrew Newman, CEO of DOOH.com, said. “This is a colossal achievement and one that aligns with our industry commercial principles of reach. 3D DOOH at scale is the next evolutionary step of forced perspective creative and sets a new bar.”