PUSH UP DRAMA

To launch the latest dramatic volumizing mascara from Maybelline, we created a hazard sign as the campaign motif bearing the warning “Apply responsibly” as the reaction to the gravity defying lift it gives every lash. The creative elements made the most of spokesmodel Gigi Hadid’s fame on all fronts, using impactful media to entrench the benefits of the mascara from TV to a Stylist wrap to digital out of home to in-store activation.