2024-04-30 07:00:13
Projects – Mexico
(30.04.24). BBDO and Bayer tell Mexicans the story of “Luna” in the new Bepanthen campaign project “Show Your Brand”.
Children see their favorite cartoon characters and TV shows as heroes, but for children with rare skin conditions, such as eczema, scars and burns, seeing the characters they adore with the same skin type means much more.
This is the main idea of ”Show Your Brand” (in English “Skin Like Me”), the new global project from Bepanthen and Energy BBDO Chicago that was launched last week.
“Representation is so important, especially for children at a young age, and loving our skin and feeling seen is the first step to building a strong personality and an environment of inclusion. Bepanthen, a brand with more than 75 years dedicated to health skin, has this responsibility, and has made it its mission to embrace and give visibility to all types of skin conditions in a real way, without filters, to ensure that our consumers feel seen and understood, with the goal of generating a global change in category:” said Patricia Corsi, Global Chief Marketing, Digital and Information Technology Officer at Bayer.
Energy BBDO collaborated with Kollectiff, an innovation studio, to develop a tool to map facial features or features on cartoon characters, overcoming challenges related to symmetry and movement patterns. By integrating computer vision and artificial intelligence techniques, face mapping technology is able to create nearly a million unique videos for our audience within seconds.
“In a world where negative stories are told every day about AI and its downsides, Bepanthen is using AI to do something positive, helping kids with skin conditions see themselves represented in a cartoon they love,” says Josh Gross, creative Director of Energy BBDO.
Energy BBDO worked closely with Pinguim TV, the content production company behind “El Mundo de Luna”, a very popular cartoon in Latin America, to help children feel represented by a character they know and love. “It’s amazing to be a part of such an innovative project,” says Ricardo Rozzino, executive producer of the show. “We hope kids enjoy and feel represented by Luna with this fun tool.”
Author of the book “Skin-Vincible” and dermatology resident Dr. Andrea Rustad sheds light on the general lack of representation of children with skin diseases in the entertainment industry. “It is important for children with skin conditions to know that their skin does not define them and that they are not alone in the problems that come with having a skin condition. Having positive, recognizable role models and representation in the media can make a big difference in helping children with skin diseases to feel safe and accepted.
The campaign was originally launched in Mexico, where over the last 20 years there has been a significant increase in eczema symptoms in children and already has a global rollout planned in the LATAM, EMEA and APAC markets by 2024 and 2025 where Bepanthen has reached .
+ Info about the project in Mexico in: https://muestratumarca.com.mx
Skin like me. Advertiser: Bavaria. Brand: Bepanthen campaign – Showcase your brand. Product: Bepanthen Sensi x the World of Luna. Advertising agency: Energy BBDO Chicago. Country: Global. Category: Personal hygiene.
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