For the launch of Vivid Matte Liquid, we aimed to get the highest ever user generated content for any Maybelline lip colour. A tall order. We presented Vivid Matte as the Official Lip Colour of London Fashion Week as Maybelline are the makeup sponsors. With Gigi Hadid and Jourdan Dunne as the faces of the campaign, it made sense to position it as the “pout of pros”. In addition to a TV spot and a Stylist wrap, we presented the Fashion Week squad with an entire #VAVAVIVID swag bag filled with the lip colours and encouraged them to post pics with an oversized lip cut-out all over Instagram. The result was another no. 1 lip colour launch for Maybelline.