L’Oreal and Wavemaker join forces for showstopping mascara campaign
GroupM’s Wavemaker has collaborated with L’Oreal’s Maybelline New York for an out-of-home (OOH) campaign that emphasises the fact that when it comes to mascara, length really does matter.
The campaign is for Maybelline’s Sky High Mascara – the leading mascara brand in the Australian and New Zealand market since 2021.
Targeting young audiences, the campaign leverages witty messaging and media initiatives, including a plane banner with the phrase, “Length Does Matter”, flown from Cronulla to Manly during the summer period.
In addition, the campaign will run across OOH sites such as Bourke St Mall and 1 Swanson Street in Melbourne, and Auckland’s Apollo site, with the aforementioned locations featuring “Length Matters” billboards.
“Our strategy was to match the boldness of Sky High Mascara with equally bold and unconventional media placements,” explained campaign director, Alexandra Walker.
Credit: GroupM
“By combining attention-grabbing visuals with strategic placement in high-traffic areas, we ensured Maybelline’s message resonated with the target audience in a positive and provocative way. This campaign epitomises Wavemaker’s ability to think big, act boldly, and execute flawlessly to make waves for our clients.”
Maybelline’s campaign is also viewable in key airports across New Zealand and Australia, with Wavemaker working with JCDecaux and oOh!media to book “high-impact OOH placements” that display another tagline, “Join The Sky High Club”.
The airport materials also make use of celebrity power, with ambassadors including entrepreneur and actress Shay Mitchell, and iconic drag queen, RuPaul (who starred in another Maybelline campaign in September 2024 alongside fashion models Naomi Campbell and Gigi Hadid) featured on the adverts.
“We are thrilled to partner with Wavemaker on this innovative campaign for Maybelline,” shared oOh!media’s group sales director, Chris Freel.
Credit: GroupM
“By leveraging our premium airport assets we are connecting Sky High Mascara with a highly engaged and style-conscious audience, in a contextually relevant environment, to amplify the campaign’s reach and impact among trendsetting travellers.”
In addition to the above, Maybelline worked with Bastion Agency to erect its “largest activation to date” at Bondi Beach, as a supportive work to the overall project.
“As the #1 Mascara brand in Australia and New Zealand, we are committed to pushing the boundaries to connect with our consumers in fun and unexpected ways,” said Maybelline New York’s marketing director, Melanie Bower.
“We wanted to bring a unique local angle to a global campaign, and taking the Maybelline Sky High space mission off screens and into the real world – to Bondi Beach and beyond – which a playful tone of voice allowed us to do.”
The Sky High Mascara campaign will remain in market until February 15.
Credits:
Maybelline New York Credits:
Scott da Silva – Brand Manager
Adele Courgenay – Brand Business Lead
Melaine Bower – Marketing Director
Wavemaker Credits:
Alexandra Walker – Campaign Director
Steph Mastio – Business Director
Zoe Edwards – Strategy Director
Media Partners:
XOMedia
JCDecaux
QMS
oOh!Media
Agency 2045
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Alexandra Walker
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L'Oreal
Maybelline
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Wavemaker
lol ““By combining attention-grabbing visuals with strategic placement in high-traffic areas, we ensured Maybelline’s message resonated with the target audience in a positive and provocative way. This campaign epitomises Wavemaker’s ability to think big, act boldly, and execute flawlessly to make waves for our clients.””
You mean buy some OOh placements and a plane banner. Also, the creative is the thing that is provocative. Which is not what Wavemaker did.
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