THE IDEA
Sometimes, simplicity is the best approach, so we asked ourselves what is the best way to get an entire country talking about the Stack it by M·A·C product? The answer: creating a connected visual experience spread across 8000 square feet of screen REAL-ESTATE in the heart of Riyadh, with the mascara being the only protagonist WITHin it.
THE EXECUTION
We wrote, designed and produced a 1 minute film that would play two nights across all 82 screens of Riyadh Season Boulevard in front of 200 000 SPECTATORS. The show takes our audience on a journey through the different stages of the creation of the product, from liquid form to creating an eye-candy jigsaw where the different surfaces enter into a dialogue in order to create this mind-blowing moment where entertainment and art become one.
SOCIAL SHARING
Beyond the 200K live audience we had, our experience went viral. With over 1 Million views on YouTube and THOUSANDS of reshares on instagram and snapchat. M·A·C Cosmetics proved that an old format like the advertising billboard can still deliver on an experience for an audience that is becoming more and more demanding. And yes… it’s ok for the product to be part of the storyline…
