Tuesday, April 16, 2024

National campaign for Maybelline New York Falsies Surreal Extension Mascara is the biggest 3D Out of Home campaign in any market

Tuesday, May 2, 2023

3D Out of Home at scale: Kinetic and DOOH.com deliver world’s largest 3D OOH campaign for Maybelline New York Falsies Surreal Extension Mascara.  

Kinetic, DOOH.com and EssenceMediacomX have launched a major national 3D Out of Home campaign for Maybelline New York Surreal Falsies Mascara.

Running on over 280 sites across small and large format screens, the campaign is the largest 3D Out of Home campaign ever run in any market in terms of scale.

3D content will run in multiple environments including high streets, shopping malls, rail stations alongside spectaculars such as the Panoramic Banner at Manchester Arndale Shopping Centre.


Targeting a Gen Z and younger millennial audience, the campaign which runs in 10 and 20 second versions, features May, a digital avatar invented by Maybelline and whose 3D form was built by DOOH.com, emerging in three dimensions from the digital screen. Each screen has been carefully chosen based on its prime viewing angle to enable the creative to look as though it is breaking the boundaries of the screen site, regardless of where a viewer is standing.

May, and the broader The Falsies Surreal Extension Mascara campaign, has hit TVs across the UK supported by online content globally. The Out of Home element of the campaign is designed to reach an even bigger audience and drive mass awareness of Falsies Surreal Extension Mascara.

“We are beyond excited to see Maybelline Falsies Surreal Mascara live nationally across multiple OOH formats and environments! This campaign is the first of its kind, with months of planning and detail to ensure that May’s avatar is brought to life across 3D DOOH screens at a mass scale. It’s wonderful to see beauty brands like Maybelline pave their way into this space and fully utilise the creative opportunities that OOH offers.” – Artemis Christodoulou – Account Manager, Kinetic

“This is the largest 3D campaign, in terms of scale, any market has seen.” said Andrew Newman CEO DOOH.com. “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. A massive thank you to the media owners for ensuring the 3D elements were a success on screens of all sizes.”

“3D OOH was the natural fit for this campaign which is routed in a ‘surreal’ metaverse storytelling. The 3D OOH is achieving a deeper connection between our brand and a valuable, diverse audience through eye catching content in environments where they are primed to make purchase decisions.” – Delphine Consigny – Marketing Director Maybelline UKI.


The 3D element of the campaign runs from 17th April – 7th May. Media owners are JCDecaux, Clear Channel, Ocean Outdoor and Open Media.

For more information contact Simpatico PR: kinetic@simpaticopr.co.uk


About Kinetic Worldwide

Kinetic uses intelligence, technology and creativity to help brands communicate with valuable audiences on the move.

As the world’s largest planner and digital innovator in Out of Home advertising, we understand the customer’s physical journey better than anyone. Through the application of dynamic data and tech, we turn that journey into an Active Journey, driving people to take action in context. Whether it’s through mobile and social, location-based experiences or in-transit, we are committed to delivering new ways to make OOH interactive and amplifiable – driving efficiency and measurable transactions and bringing forward the future of OOH communications for brands.

About DOOH.com

DOOH.com is a creative production studio specialising in all things Digital Out of Home. Our platforms and expertise enable brands, agencies and media owners to deliver groundbreaking campaigns. We specialise in bridging the gap between experiential marketing and interactive digital technology, fusing elements of 3D, mobile, social and intelligence-based experiences in dynamic and ever-evolving ways.

Published on Tuesday, May 2, 2023 at 4:33 PM

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