Maybelline New York Stories, organised by Creative Pro and Warner Music Poland, took 2nd place in the B2C category, recognised for its immersive brand activation and strong audience engagement.
The project was created to reposition Maybelline New York as a trend-driven, relevant brand for younger audiences, particularly Millennials and Gen Z. The idea was to bring the brand’s New York identity to the centre of Warsaw through a physical, multi-sensory experience.
A pop-up event space was designed as a series of themed rooms, each inspired by New York and connected to specific products and brand values. Visitors could move through the space, interact with installations and create their own content, making the experience both personal and shareable.
A multi-phase communication strategy and strong influencer involvement supported the event. The opening attracted media and creators, while the installation remained open to the public, generating continuous engagement.
The results showed high visibility and reach, with millions of social media impressions and strong media coverage. The project successfully reconnected the brand with its target audience and strengthened its presence across both digital and physical channels.
Find out more here.
