MADE THIS helps L’Oréal dominate Melbourne street for new OOH campaign
Specialist production company, MADE THIS, has launched a technologically advanced billboard experience to promote Kérastase Premiére range from luxury haircare brand, L’Oréal.
The out-of-home offering – a part of the CLEMENGER BBDO company’s five-year L’Oréal partnership focusing on 23 of its brands – is situated in Swanston Street in Melbourne, and hosts a “3D anamorphic billboard takeover”.
The spot runs for 15 seconds and portrays four Premiere Intensive Repairing Concentrate circling each other as if they’re on cyclical conveyor belt within marble cube, before one jumps out and seemingly floats above the street.
The animation ends with the bottle retreating back into the space before the scene closes and the slogan “reignite your inner strength” appears. The experience officially ends with Kérastase’s name set across the billboard.
Account director at L’Oréal, Carol Cheng, described MADE THIS’s creative as “immersive” and a perfect reflection of the high-end nature of the brand’s Premiere collection.
“The product appears to soar out of the massive LED screen into the urban landscape, creating a visually striking and immersive experience that reflects the premium nature of the Premiere collection,” Cheng said.
“Our recent expansion into film and creative technology enables us to provide clients with immersive solutions,” added MADE THIS’s managing director, Vinne Schifferstein Vidal.
“This campaign for Kérastase is a prime example of our strengthened partnership.”
The work officially enters the market on August 19 and will conclude on August 26.
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