Maybelline: 2011 CALENDAR

Credits & Description:

Category: Calendars

Advertiser: MAYBELLINE

Product/Service: 2011 PRODUCT LINE

Agency: GOTHAM

Date of First Appearance: Dec 6 2010

Entrant Company: GOTHAM, New York, USA

Global Creative Director: Jane Mauksch (Gotham)

Group Creative Director: Brian O'Reilly (Gotham)

Art Director: Jessica Briggi (Gotham)

Global Account Director: Laurie Donlon (Gotham)

Account Director: Jenny Cosper (Gotham)

Account Supervisor: Amber Welborn (Gotham)

Photographer: Kenneth Willardt

Media placement: Direct Mailing - Sent Directly To Top Fashion Retailers/influencers - 6 December 2010



Describe the brief from the client

Our global work for Maybelline captures both the rational and the emotional values of the brand, and of the women who wear it. To help leverage our global momentum and promote and elevate our brand image, we created Maybelline’s Limited Edition Calendar. Each year since 2009 we aim to create a unique calendar piece which represents the Maybelline brand, feels premium, and pushes fashion credentials and individuality. Strategic goal is to establish Maybelline’s make-up and fashion authority and credibility among top beauty insiders and influencers around the globe.



Describe the challenges and key objectives

The challenge faced during the creative development of the Maybelline Calendar is always coming up with the most innovative and unique design, that captures the attention of top beauty insiders and influencers through an eye-catching, attention-grabbing and engaging design. We like to push the concept while doing our best to keep it as practical and functional as possible. Something that our target audience can engage with makes it more memorable and impactful.



Describe how you arrived at the final design

We wanted to find an intriguing way to showcase the many sides of the Maybelline New York woman in 2011. Like the city, she’s sometimes glamorous, sometimes a little gritty and always full of personality. Inspiration struck looking up at all the different buildings and apartments, voyeuristically wondering about each person inside. New Yorkers live in cramped quarters but always manage to make them uniquely their own. We decided to build 12 different apartments, representing 12 different big personalities and their 12 different styles, and put them all together in one building.



Give some indication of how successful the outcome was in the market

Although this question doesn’t quite apply to the Maybelline Calendar (as it’s not directly linked to sales), the media coverage has been quite spectacular. We’ve seen some of the best editorial coverage from the best publications around the world. Top beauty and fashion editors received the 2011 calendar; all the design elements within the calendar, as well as a behind-the-scenes “making of” video, were also leveraged in consumer communications and interactivity at the global, national and local levels.