Maybelline NY: Win NY at a Glance by Grape Advertising Agency for Maybelline

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Maybelline NY: Win NY at a Glance

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Industry Cosmetics & beauty products
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency Grape Advertising Agency
Executive Creative Director Vlad Sitnikov
Art Director Alexei Nikolaev
Copywriter Natalie Varguleva
Released April 2012

Credits & Description

Maybelline New York via Grape, Moscow is giving Russian girls a chance to appear in Times Square on a giant screen, and if chosen by New Yorkers themselves, win a real trip to New York.

The Times Square takeover marked the launch of the campaign "Win New York at a Glance" for Maybelline NY in Russia. Girls from Russia are invited to submit their photos through apps in Facebook and Vkontakte (top popular Russian social network), to digitally travel to New York and appear on a Times Square billboard. Passersby in New York can vote for the girls through a mobile website, and define which girl gets the Grand Prize - a real trip to New York.

At the launch event that took place in Times Square this week, a number of tricks were used to get the attention of the crowd - such as a live HD cam that broadcast the crowd on the street to the billboard LIVE, so they could cheer the contest participants from the billboard which is livestreamed online 24/7 on the project website (livestream provided by Aerva). Also, street teams were encouraging people in Times Square to vote via iPads 'right here right now'.

Category: Cosmetics & toiletries

Agency: Grape, Moscow
Production: Grape Moscow
Country: Russia
Campaign file: Download campaign file
Executive Creative Director: Vlad Sitnikov
Copywriter: Natalie Varguleva
Art Director: Alexei Nikolaev
Senior Account Director: Maria Barabanova