RAZZLE DAZZLE

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

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

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