Manchester’s One Day Agency has launched a tongue-in-cheek campaign featuring 3D CGI content and an outdoor campaign for salon-at-home brand Mylee ahead of Black Friday.
Mylee, famous for its gel nail kits, was born in 2014 with a focus on creating affordable salon-quality treatments that could be applied by consumers in the comfort of their own homes. Today, the brand is a household name amongst gel polish audiences.
The Lasts Longer Than Your Ex features 3D CGI content and a multiformat OOH campaign across London, for which One Day overlaid 1st party data for the brand’s best-performing retailer stores and planned the OOH formats within immediate proximity of these postcodes.
The cheeky title of the campaign has received positive reactions from the public, which can be found on Mylee’s TikTok, while for CGI content for socials and PR, One Day helped deliver an oversized nail polish bottle spilling on the road outside St Paul’s, leaving audiences wondering if this is a physical install, a genuine spillage or a CGI video.
Other elements such as a motorcycle and Mylee branded bus interacting with the spilt nail polish further enhances the video’s believability.
Laurence Beauchamp-Ward from One Day’s team said: “We have thoroughly enjoyed working with such a forward-thinking brand, that isn’t afraid to push the boundaries in an open forum. We are excited to see where our relationship with Mylee goes – hopefully, it will last longer than their ex.”
Clare Coughlan, Mylee marketing director, added: “As a London-born brand, we really wanted to focus on our home turf as we head into our peak season. We knew the only way to cut through in this busy time of year would be to lean into our playful brand personality with disruptive ads that capture our audience’s imagination, whilst also delivering a strong message baked into our key brand-proof point: durability.
“Early signs have surpassed our expectations in terms of effectiveness, putting us in the best possible position for Q4.”
One Day also celebrates its fourth anniversary this week, and says it has big plans for international expansion in 2024 after beating the gross revenues of 2022 this year.
