Keep on Smiling

Our campaign with Ciaté London encouraged the nation to smile through challenging times. The simple yet highly creative campaign saw us project a giant smiley face emoticon first onto the House of Commons, then under the NYC’s Brooklyn Bridge to launch Ciaté’s new SmileyWorld make-up collection, encouraging positivity and self-expression during lockdown.

The project tackled a key challenge head on: how do you launch a new make-up collection when buying make-up is not top of mind for the consumer?
The brand-led projected image delivered a smile worthy moment in London and New York and bundles of media coverage. Key highlights included Daily Express, Daily Star, New York Post, Daily Mirror and The Sun, collectively delivering over 140 digital hits.

"We thoroughly enjoyed working with PLAY to launch our new SmileyWorld range. The team picked up our brief and carried out a stunt that delivered on all of our key KPIs - all while reminding the public to remain positive and smile."

- Nora, Marketing Manager @ Ciaté London