Projects – Mexico
(04/30/24). 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 television shows as heroes, but for children with rare skin conditions, such as eczema, scars and burns, seeing those characters they idolize with the same skin type as them , 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 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 of the 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, ensuring that our consumers feel seen and understood, with the goal to generate a global change in the category:” said Patricia Corsi, Global Chief Marketing, Digital, and Information Technology Officer at Bayer.
Energy BBDO partnered with Kollectiff, an innovation studio, to develop a tool to map facial features or features onto cartoon characters, overcoming challenges associated with symmetry and movement patterns. By integrating computer vision and artificial intelligence techniques, facial mapping technology is capable of creating nearly a million unique videos for our audience in a matter of seconds.
“In a world where negative stories are told every day about artificial intelligence and its disadvantages, Bepanthen uses artificial intelligence to do something positive, helping children with skin conditions see themselves represented in a cartoon they love “says Josh Gross, creative director at Energy BBDO.
Energy BBDO collaborated 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 in a character they know and love. “It’s incredible to be part of such an innovative project,” says Ricardo Rozzino, executive producer of the show. “We hope children 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 overall lack of representation of children with skin conditions in the entertainment industry. “It is important for children with skin diseases to know that their skin does not define them and that they are not alone in the problems that come with having a skin disease. Having positive, recognizable role models and representation in the media can make a big difference to help children with skin conditions feel safe and accepted.
The campaign was initially launched in Mexico, where in the last 20 years, there has been a significant increase in eczema symptoms in children and already has a global rollout planned in LATAM, EMEA and APAC markets by 2024 and 2025 where Bepanthen has reach .
+ Info about the project in Mexico at: https://muestratumarca.com.mx
Skin Like Me. Advertiser: Bayer. Brand: Bepanthen Campaign – Showcase your Brand. Product: Bepanthen Sensi x the World of Luna. Advertising agency: Energy BBDO Chicago. Country: Global. Category: Personal hygiene.
