Conceal Imperfections

Together with L’Etoile cosmetics and perfume chain stores, we designed a non-standard outdoor advertising to promote Chantilly fluid foundation.

 

 

Insight

All over the world, city buildings are illuminated at night. Bright lights show all the imperfections of brick walls.

Idea

We decided to play with the light to hide all the imperfections and installed a Chantilly foundation vial on the facade of “Flacon”, one of the most visited Moscow art spaces. The vial flickered every five seconds, and the light emanating from it hid wall unevenness and roughness of masonry cladding, demonstrating the effect of Chantilly foundation to passers-by.

Result

For two weeks thousands of Flacon visitors could see the concealing effect of Chantilly vial on the facade of the building.

We had more than 20 news features about the creative OOH solution all around the world. “Conceal imperfections” video case was posted in corporate socials channels and got more than 10 thousand views. Also the video was broadcasted on L’Etoile TV in all branded shops in Russia for a month.

Publications

Team

L’Etoile
  • PR Director Alena Gromnitskaya
Hungry Boys
  • CCO Vlad Sitnikov
  • Creative Director Artem Filimonov
  • Art Directors Anton Vodogreev, Roman Antonov
  • Copywriter / Music Alexander Shtefanets
  • Producer Sergey Anokhin
  • Motion Designers Sergey Yumakov, Andrey Geraskin
  • Account Manager Alina Rozhkova
Decorations
  • Designer Daria Grigoryeva
  • Chief Technology Officer Evgeniy Polushin