Outdoor > Billboards: Sectors
WUNDERMAN THOMPSON BENELUX, Antwerp / VASELINE / 2023
Overview
Credits
Background:
Vaseline has always been an inclusive brand. Their brand purpose - Giving every body healthy skin to live without limits
“live without limits” because healthy skin isn’t just functional, it’s highly emotional. Healthy skin is essential to living your best life.
“every body” is intentional - They care for all skin types, no matter someone’s age, gender, ethnicity or sexual orientation.
The LGBTQ+ community is still facing hate and discrimination, which is often expressed through hate towards the Pride flag. Those colors can be found in all of us, especially when we go through high intensity emotions, emotions unlocked by a kiss.
That’s why, to support this year’s PRIDE all over the world, Vaseline lip balm showed the world, that a kiss captured by a thermal camera unlocks the colors of pride in all of us, no matter our sexual orientation.
Describe the Impact:
The campaign was launched in Canada but will roll in major European and US cities in the following months
Please tell us how the brand purpose inspired the work
Since we want to make sure everybody lives life without limits, we perceive homophobic behaviour as one big limit. The Unlock the pride Inside campaign was created to showcase the power of love and acceptance in unlocking the Pride that is inside all of us. Using a thermal camera and the heat of the moment, we captured real couples from diverse backgrounds kissing each other. The thermal camera revealed the colors of the Pride flag, which were then displayed as digital out-of-home advertising.
More Entries from Consumer Goods in Outdoor
24 items
More Entries from WUNDERMAN THOMPSON BENELUX
24 items