RAZZLE DAZZLE

Sephora wants to involve its most loyal customers in creating its next in-store digital content.

A pared-back set and carefully crafted lighting are all it takes to showcase each participant. Customers from the Toronto, Montreal and Vancouver stores are invited to generate the future Sephora campaign via a giant photo booth with a distinctive graphic identity. Every photo and video is automatically branded with the identity of the city where it was created, turning a local activation into a national competition. Each customer leaves with her own personalised visual, while unknowingly feeding the image bank that will decide between the three participating cities. This dual purpose, personal and collective, encourages massive, willing participation well beyond a simple in-store activity. The leaderboard, updated in real time, keeps a friendly rivalry alive between the three cities throughout the operation, spontaneously relayed by customers themselves on their own networks.

The city that generates the strongest content wins the right to put its name to the future Sephora Razzle Dazzle campaign. Let the battle begin. A friendly competition that turns local pride into a driver of participation, where every photo posted becomes an implicit vote for its own city, with no jury ever needing to step in, or even count the votes one by one.