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.
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.