“Do my eyes look big in this?”

The January 2014 launch of Big Eyes mascara was huge for Maybelline. Featuring London buses, digital outdoor, Stylist magazine cover wraps, a UK adapted TVC, VOD, mall experiential and online content, the campaign asked one insightful question: “Do my eyes look big in this?”

The creative went on to demonstrate the benefit of using a double brush mascara. That is, bigger-looking eyes in an instant using “Before” and “After” shots with the line: “Seeing is believing."