Cosmetics giant Maybelline New York has recreated its viral CGI sensation in the real world with the UK’s first 3D lashes and tram wrap to glam up Manchester’s public transport system.
The glamorous trams are celebrating Maybelline’s top-selling portfolio of Lash Sensational Sky-High Mascara expanding into three new shades.
The brand has partnered with Global, the media and entertainment group, for the campaign to give the trams a makeover, including 3D eyelashes on headlights, an impactful full external wrap, interior panels and ceiling vinyl.
The OOH Manchester tram execution is part of a wider UK and Ireland campaign on TV, BVOD, OOH, social, audio, and display running throughout March. Creative for the campaign was handled by L’Oréal’s in house creative and marketing team. Media planning and strategy was devised by L’Oréal’s media agency EssenceMediacomX alongside GroupM OOH.
Last year, Maybelline first brought its infamous lashes and tower brush to the London Underground via a viral CGI video, sparking a wave of marketing brands to follow suit with imaginations and debates raging the world over.
Delphine Consigny, brand business director at Maybelline New York, said: “We’re thrilled to see our Sky-High Mascara take physical form on the streets, becoming an emblem of beauty innovation. This campaign isn’t just about larger-than-life lashes—it’s a testament to our brand’s commitment to blend artistry, technology, and engagement to bring our consumer’s favourite products to life in new, exciting ways.”
Rachel Cawley, planning business director at EMX, added: “Last year people around the world were enchanted by the idea of giant pop out Sky-High lashes in Maybelline’s viral video, so we wanted to make this a reality. We’ve taken a high-impact product and matched it with an equally impressive media first, ensuring that every impression is as unforgettable as the Sky-High lashes Maybelline New York promises.”
Claire Willbourn, business director at GroupM OOH, said: “The GroupM Out of Home team is always exploring new ways to go beyond traditional advertising boundaries so we loved working with the Maybelline team and EMX on this brief. Transforming Manchester’s trams into a moving spectacle for Maybelline’s Sky-High Mascara allowed us to connect with the audience unexpectedly and create moments of awe in their everyday commute.”
