For the London Fashion Week show, official sponsors Maybelline wanted to make a huge impact.

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the brief

Maybelline is a major American makeup brand sold worldwide and were sponsors at this years London Fashion Week. One of the “Big Four” Fashion Weeks along with New York, Paris and Milan, London Fashion Week is a massive event in the fashion calendar. Maybelline wanted to make a huge impact at the show and engage with guests at the show.

noonah was asked to create an interactive experience for guests that they wouldn’t be able to resist sharing to social media. From a creative perspective we needed to create moving content; as Vanessa Holmes, one of our brand experience account managers, says, “the demands for moving content at events is increasing all the time. For brands, the popularity of Instagram allowing consumers to upload clever looping gifs is a vital channel for the brand to harness.

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the solution

There are photo booths, and then there are noonah GIF booths. For an event this fashionable, the GIF booth was able to create the engaging content that Maybelline wanted.

We fully integrated our photo capture system was into the brick effect pop-up stand, looking sleek, stylish and on brand.
As with many trade show and exhibition activations this involved:

- dimensioned working drawings being provided to the stand builder

- early delivery of our system to the stand builder

- coordination calls and meetings

The bespoke GIF Booth took snaps of the guests’ prettiest pouts which were then stitched together to create an animated GIF.

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the result

The hashtag printer augmented the global shares for #DCWorldRecord on the day, increasing the social media footprint of DC comics, and making sure people heard about their awesome event!

Consumers loved their takeaway as a memento of their superhuman attempt. noonah have been retained to deliver more events.

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