APRIL 2024

Actions on our screens

MUGLER SHOWS THE ‘ALIEN EFFECT’ IN CALLAO CITY LIGTHS

A giant female hand with sharp nails juts out of the screen of Cines Callao to grab the perfume bottle advertised on an adjoining canvas in the square. This is the eye-catching CGI action that Mugler has launched to advertise Alien Hypersense, the new perfume that the cosmetics firm has just launched on the market.

Alien Hypersense Eau de Parfum is a fierce, strange and cool new mutation of Mugler’s fragrances. This hypersensual fragrance offers a hypersensory version of the revelations of jasmine, sambac and cashmere.

The piece supports the brand’s Callao City Lights campaign, starring model Anok Yai. The simulated outdoor advertising action has been developed by Maramura together with Publicis Content.. Media management was handled by Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal.

This special action is part of the campaign that Mugler has also launched on TV, digital and other outdoor media to mark the launch of the fragrance, providing us with a unique brand experience.

Pioneers

This campaign is a magnificent example of the possibilities offered by CGI technology in the creation of pieces linked to advertising screens. A modality in which Callao City Lights was a pioneer in Spain, as until just a few months ago this type of creation had only been exhibited in our country in association with buildings or public places in cities.

‘Actions of this type contribute to the enhancement of outdoor advertising. Pieces that are already eye-catching on screen go viral on social networks thanks to the spectacular nature of CGI, a format in which reality and fiction intermingle to achieve a surprising effect”, says Gorka Pagazaurtundua, commercial director of Callao City Lights.

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