Role: Art Direction
Agency: McCann Worldgroup
Client: Maybelline New York
↳ Maybelline was rapidly losing relevance amongst Australians because indie brands were redefining the beauty market. Our task was to strengthen the link between Maybelline and the New York Australians are inspired by.
So we repositioned Maybelline as the beauty brand that's relevant for modern Australian people. The launch film was followed by 6 influencer films that celebrated unique stories that embodied the fluid generation theme found in today’s evolving world.
We gave Australians the tools to experience what Maybelline can do for them. In the first week, Maybelline exceeded view through rate targets by 35% and reach targets by 15%.
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