Maybelline New York changes the image of Warsaw for its latest social campaign.

Maybelline New York started with a makeover of the Palace of Culture and Science, which gained a luminous glow thanks to the Super Stay 24H Skin Tint foundation. People were also delighted by the airship gliding in the blue sky above the ONZ roundabout, carrying the Lash Sensational Sky High mascara, which floated thanks to extremely long lashes. And what happened on Tamka surprised literally everyone. Giant Super Stay Vinyl Ink lipsticks in the shape of buses painted the road in beautiful vinyl colours.

The Maybelline New York brand boldly took over the capital with unconventional ideas and set the internet on fire. It managed to change the image of Warsaw and take everyone to another dimension. How did they do it? Find out below!

• Skin Tint foundation on the Palace of Culture and Science
• Sky High mascara airship
• Super Stay Vinyl Ink lipstick buses

The videos quickly went viral; the first one with the Super Stay 24H Skin Tint foundation received more than a million organic views and lots of enthusiastic reactions in less than 48 hours: “Wow! Is this for real or a hologram? How amazing! I’m impressed. Such a makeup Warsaw is worth dropping into,” commented internet users.

Behind the idea is the marketing team of Maybelline New York (L’Oréal Poland), which invited the best special effects and communication specialists to collaborate on the campaign. “We wanted to create a ground breaking campaign and show the new face of Warsaw,” explains Patrycja Jakubowska, senior brand manager of Maybelline New York. “This is a ‘friendly takeover’ of iconic places in Warsaw,” she emphasised.

Although the videos appear to depict shots from real life, Maybelline New York is the first cosmetic brand in Poland to follow the latest digital marketing trend. The campaign uses CGI, or computer-generated imagery hitherto known mainly from the world of film or games. The visual stunts that skilfully blurred the line between digital fiction and reality on the streets of Warsaw were created by CGI experts from Platige Image. Unique visualisation is more than a billboard or other type of advertisement. It attracts attention and goes beyond the usual patterns while keeping public spaces clean. The campaign was coordinated by the MullenLowe Warsaw advertising agency, and the film was produced by the Truskavka studio.

It’s not the first time that Maybelline New York has used innovative techniques. As befits a New York brand, it was there that it took its first steps in this type of campaign. In early July, the brand’s social media posted footage of a pink train in the shape of a giant mascara traversing the arteries of the New York subway system. Later, the Sky High mascara curled lashes attached to double-decker buses and underground railroads in London. And now Warsaw too has joined the ranks of cities transformed by digital technology.