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FESTIVAL OF MEDIA NEWS

The Festival of Media 2009 attracted almost 600 delegates to Valencia to hear the top thinkers in the media industry discuss the challenges in the current market.



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DESCRIPTION

BRAND

Lancome

BRAND OWNER

Lancome

CATEGORY

Toiletries/ Cosmetics

REGION

Japan

DATE

Jan 2009 - Feb 2009

MEDIA AGENCY

Universal McCann

MEDIA CHANNEL

Out of Home

To launch a new mascara product featuring a vibrating application , Lancome needed a suitably futuristic media platform.

Lancome came up with an in-train campaign using electronic paper and lenticular lens technology. The cosmetics brand took over an entire Tokyo Metro train running on busy lines, placing electronic hanging posters that show a moving image of the oscillating brush – the first time such paper has been used in a transit poster.

This was supported by print elements in lifestyle titles showing the product under a lenticular lens to create the impression of movement.

 



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