The viral Maybelline stunt: Where reality meets CGI creativity

Stumbled upon that viral video of a Maybelline marketing marvel that made you do a double take? You're not alone.

Maybelline's mascara ad, currently boasting over 200,000 views on TikTok, has taken the concept of viral marketing to new heights – literally. While the idea of trains and buses receiving lash updates on their daily routes was captivating, there's a twist in this tale. The whole spectacle was a stunning display of CGI expertise, a digital masterpiece that left viewers in awe.

To spotlight their new mascara range, Maybelline harnessed the power of digital trickery, placing giant rubber eyelashes on a London tube and bus with the help of a little CGI magic. The resulting viral TikTok clip compiles separate 5-second snippets of the 'lashed' tube carriage and bus. As they head toward a colossal Maybelline Lash Sensational Sky High mascara wand, the lashes are elegantly brushed by the wand's touch, creating an illusion that mesmerises online audiences.

These captivating CGI creations, brought to life by video artist Ian Padgham, have taken the digital world by storm, proving that strategic out-of-home (OOH) campaigns can make an enormous impact. The allure of seeing the unexpected and even humorous in a familiar environment is captivating. It catches our attention, ignites our imagination, and when done strategically, it leads to the holy grail of modern marketing – virality!

Out-of-home advertising (OOH) steps outside the traditional advertising box, quite literally. It's the kind of advertising you encounter while on the move, away from home. But what does this emerging trend mean for the advertising landscape? How does it fit into a larger campaign strategy, especially in an era where reality and augmented reality meet?

The awe-inspiring potential of dynamic location-based advertising is undeniable. It opens doors to tailored creativity that matches specific times and places, tapping into data about real-world locations to create ads that are as relevant as they are impactful. They are the embodiment of creativity fuelled by actual knowledge.

Could this be a glimpse into the future of marketing?