L’Oreal Thailand launches new 3D campaign with McCann Worldgroup

L’Oreal Thailand has partnered with McCann Worldgroup agencies, including McCann, MRM, and Craft, to roll out a creative CGI-led out-of-home (OOH) and digital campaign for the launch of its UVD Invisible Serum.

This campaign will run through March and April, and is strategically located in Bangkok's Em District and across the BTS Skytrain network, combining traditional OOH placements with digital innovations. 

A ‘fake’ OOH campaign, created by Craft, is running on social media to further extend the reach of the billboards.

@lorealparisth_store ☀️ Meet PP & Nycha at Emsphere on 3D Billboard พิสูจน์ความปังของ #เซรั่มกันแดดตัวจริง ที่ช่วยฟื้นบำรุง และ ปกป้อง 99%* ของปัญหาผิวเสียจากแสงแดด L’Oreal Paris UV Defender Sun-Repair Invisible Serum SPF50+ PA++++ *สื่อถึงจุดด่างดำ ริ้วรอย ผิวหมองคล้ำที่เกิดแสงแดด #LOrealParisTH #UVDefender ♬ original sound - LOrealParisThailand

The campaign's innovative approach is part of a growing trend among brands to leverage computer-generated imagery (CGI) and digital content to create more immersive and engaging advertising experiences. By employing CGI and digital videos, including the first OOH 3D content among L’Oreal’s cosmetic brands, the campaign aims to capture the attention of consumers in both physical and digital spaces. This method allows for the creation of visually striking, versatile, and interactive content that can significantly enhance audience engagement and brand recall.

The shift towards CGI-led campaigns also reflects a broader trend in the advertising industry, where brands are increasingly seeking innovative ways to stand out in a crowded market. Such strategies are now allowing for creative freedom, but also catering to the evolving consumption habits of a digitally savvy audience, demonstrating the potential of technology-driven campaigns to redefine advertising norms. This has particularly taken off in the luxury, beauty and lifestyle sectors, which lean on an experiental touch to sell. 

Campaign's take: It's fun to see brands exploring various techniques to animate their products and bring them to life in new ways. While not a groundbreaking approach—as demonstrated by other brands like Maybelline, Jacquemus, Adidas, and Barbie, which have all embraced similar strategies in the past year—it still remains impactful and attention-grabbing. There's a particular charm in encountering a dramatic billboard alongside the hustle and bustle of city life, making such campaigns notably captivating. However, the excitement doesn't have to stop there.

Expanding these efforts further could enhance engagement and interaction. For instance, integrating Instagram filters related to the campaign, offering virtual try-on experiences to visualise the effects of the product over time, or even setting up an interactive booth beneath the billboard for immediate product trials could elevate the consumer experience. In the realm of skincare, the opportunity to test products firsthand is crucial. So, while this campaign marks a promising beginning, adopting an omni-channel strategy could truly distinguish it and make it more memorable for consumers.

Credits

Client: L’Oreal Paris

Agency: McCann Worldgroup Thailand

Production agency: Craft

Regional creative director – McCann: Romain Lorilloux

Associate creative director – McCann:  Daniel Fattorini

Head of production – Craft: Andrea Ferronato

Group account director – Craft: Anastasia Djedjeia

Group business director – McCann: Narisra Akrapitak

Account director – McCann: Praewlampao Sukpanichnant

Director – McCann: Romain Lorilloux

Production gouse: TA Prod

Online production and CGI: Bloom Film