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Rimmel makes London look twice at holographic bridge takeover


By John McCarthy, Opinion Editor

March 31, 2023 | 2 min read

The Coty-owned beauty brand showcases a new partnership with Maya Jama using holographic tech.


Rimmel's Maya Jama takeover

Rimmel London has celebrated the appointment of its new ambassador with a takeover of Tower Bridge using a 3D hologram effect.

Zenith oversaw media planning and buying of the project which utilizes Hologauze technology. Naturally, the brand can’t just erect a huge billboard on the landmark. Nor did it fake the installation using CGI. It set up a highly reflective canvas to project a large-scale 3D hologram effect to give the appearance of a full Tower Bridge takeover.

The activation was live for one night only and the media agency will be looking to drive word of mouth and social virality.

Caroline Lee, an OOH account director at Zenith, said: “It’s great to have been part of such an exciting activation. London’s architectural landscape is very unique, so what better location than the spectacular Tower Bridge to announce Rimmel’s new global brand ambassador? The striking red is a brilliant contrast against the night sky, delivering high impact by catching the eye of passersby.”

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