IDEA

Pure Perfection's pitch idea for the product launch of the new Lash Sensational FIREWORK mascara from Maybelline New York was convincing: an exclusive outdoor event in a brand city of its own. For 100 invited influencers, the street setting of the Metropolitan Backlot at Filmstudio Babelsberg was transformed into an exclusive event location with individual brand and product showcases on June 6, 2024.

IMPLEMENTATION

As an event for influencers, the entire location was a potential photo spot to create content. The brand presence was presented as an atmospheric out-of-home advertising campaign with selected details. The film studio was transformed into an immersive product experience - Maybelline New York City, in Berlin and exclusively for one evening. This special setting included an escape game and a street food festival, while fireworks were provided by a series of show acts. As a backdrop for creative input, this set was an extraordinary highlight; logistically, the unusual event location presented a number of challenges in terms of planning. But the result speaks for itself.

CONCLUSION

An entire city, an exclusive film set, a unique event that provided a brand backdrop for unique social media content.

All areas, PURE LIVE | SPACE | CONTENT were involved here.

QUICK FACTS:

• First brand event in a movie set
• 100 invited influencers
• From the movie set to the brand city