Maybelline: Win NY at a Glance

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