Clemenger BBDO's specialist production company MADE THIS has unveiled a 3D anamorphic billboard takeover of Melbourne’s Swanston Street to launch L'Oréal's Kérastase Premiére collection.
Passersby will experience an anamorphic illusion as the OOH campaign introduces the Premiére collection from Kérastase, the luxury hair and scalp care brand under L'Oréal's Professional Products Division.
“The product appears to soar out of the massive LED screen into the urban landscape, creating a visually striking and immersive experience that reflects the premium nature of the Premiere collection,” L’Oréal account director Carol Cheng said.
MADE THIS managing director Vinne Schifferstein Vidal said the company's recent expansion into film and creative technology enables it to provide clients with immersive solutions.
"This campaign for Kérastase is a prime example of our strengthened partnership.”
MADE THIS led the project, using the power of new technologies to create the campaign, which features a 15-second anamorphic 3D animated video, with the Premiere Intensive Repairing Concentrate product shown in a meticulously crafted environment enhanced by 3D effects.
The OOH campaign launches on August 19 and runs until August 26.
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