It started with a fan’s comment and ended with Safa Siddiqui’s face wrapped across an entire city. NYX Professional Makeup didn’t just launch their Face Glue Primer, and Hypermedia didn’t just run a campaign. Together, they branded Dubai.
From the beating heart of Sheikh Zayed Road to the can’t-miss areas of Dubai’s iconic neighborhoods, NYX Professional Makeup in collaboration with reality star Safa Siddiqui and Hypermedia’s OOH network, transformed a product launch into a citywide spectacle.
“This campaign redefined what impact means. It wasn’t advertising; it was a citywide statement. Fueled by audience demand, powered by precision, and executed at full scale, this
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