Maybelline's Global 3D DOOH Campaign Shines in Kyiv amidst War

Europe’s largest DOOH screen, at 4,000 square metres in Kyiv at the Gulliver Mall, has recently been featured in Maybelline's global New York Falsies Surreal Extension Mascara 3D digital out-of-home (DOOH) campaign, despite the invasion, and ongoing war with Russia.

The initial 3D DOOH campaign successfully ran in the UK from April to June 2023 across 280 sites, encompassing small and large format screens. Maybelline's global team decided to expand it internationally, making it the most extensive 3D outdoor campaign in any market.

During this year's World Out of Home Organisation Global Congress, Victor Ivanchenko from Prime Outdoor Ukraine shed light on the challenges of outdoor advertising in a war-torn region following Russia's invasion in February 2022. These challenges include the destruction of advertising inventory, a population grappling with poverty, and a lack of investment in advertising due to the war.

Liliia Shyshkova, the brand manager for Maybelline New York, L'Oréal Ukraine, expressed her delight as a client, seeing this "extraordinary visual DOOH campaign" at the Gulliver shopping mall, strategically situated in the heart of Kyiv, a bustling hub. She praised the campaign for surpassing expectations, underscoring its significance as a return for Maybelline New York to out-of-home advertising in the region, demonstrating resilience and creativity in the face of the full-scale Russian invasion.

Since June, the campaign has showcased 3D creative content in 15 countries. These countries include Germany, Denmark, Sweden, Finland, Norway, Estonia, Latvia, Lithuania, Poland, Australia, Canada, France, and Serbia. Maybelline proudly claims this as "the world's first 3D digital out-of-home campaign."

Andrew Phipps Newman, CEO and co-founder of DOOH.com, which collaborated on the campaign with WPP's specialist outdoor agency Kinetic and sister media agency EssenceMediacomX, emphasised the honour felt when the ad took cam over Kyiv's central screen, describing it as a pivotal moment in the campaign's journey.