The Big Idea

The main idea of concept for this campaign is to promote Maybelline New York Great Lash Waterproof Mascara and giving the message that it doesn’t melt off your face and that it still thickens and conditions like the regular Maybelline New York Great Lash Mascara. To come up the idea to make a campaign that stands out from normal cosmetics advertisements we changed the frame of what is usually expected from these types of advertisements. “Changing a frame allows you to explore possibilities, to imagine what brand or organization could be beyond its current personality or how it is commonly perceived.” (Advertising by Design, John Wiley & Sons, Page 34) Using this technique will stop the readers of Cosmopolitan or In Style magazines from just flipping by the ad’s and catch their eye. “One way to make a brand relevant is to provide something useful to appeal to people and earn their attention, based in their special interests or needs.” (Advertising by Design, John Wiley & Sons, Page 52)

To find the situations that all women run in to that leads to mascara messes we looked at the lifestyles of Maybelline’s consumers. To explore different aspects of these situations “Look at things differently, from below, above, askew, and at an extreme angle.” (Advertising by Design, John Wiley & Sons, Page 82) This will allow the campaign advertisements to stand out and bring something new to advertising cosmetics. We want the message to be clear in the advertisement that wearing Maybelline New York Great Lash Waterproof Mascara will prevent these nightmarish situations from happening. The message of the advertisement isn’t to bash other mascara competitors, but to show that Maybelline New York offers America’s favorite mascara in a waterproof formula. “The style of writing contributes to the message, just as the choice of typeface contributes to the voice.” (Advertising by Design, John Wiley & Sons, Page 103) The basic layout of the print advertisement will consist of a photo of a girl that has been caught in the rain with mascara running down her face and wording saying “what can happen when your not wearing Maybelline New York Great Lash Waterproof Mascara”. The Product, Maybelline New York Great Lash Waterproof Mascara will be shown in a graphic bubble beside the picture with the slogan – Laugh. Love. Cry. Live Life. Will be in the same area.