Campaign details
Brand: MaybellineBrand owner: L'OréalLead agency: TBWA\Group SingaporeContributing agencies: Carat MediaCountry: SingaporeIndustries: Cosmetics, beauty aidsMedia channels: Games & competitions, Online video, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
This is the story of how Maybelline disrupted conventional cosmetic product advertising by cleverly demonstrating the efficacy and finish of its new Dream Velvet Foundation, without needing to say a single word.
By tapping into young Singaporean women's obsession with Snapchat selfies, Maybelline positioned its new foundation as a real-life Snapchat filter, resonating...