SKYN celebrates public displays of pride in OOH Mardi Gras campaign
Sexual wellness brand SKYN is celebrating public displays of pride ahead of the 2020 Sydney Gay and Lesbian Mardi Gras in a national OOH campaign, created by Urban.
The billboards initially obscure the identities of couples with a rainbow-lined pattern so that consumers cannot see that they are a same-sex couple.
The couple is then revealed with the message “Show us your public display of pride this Mardi Gras”. It is designed to challenge people’s unconscious bias towards public displays of affection between LGBTQ+ couples.
SKYN is attempting to tackle unconscious bias about public displays of affection
Major OOH sites across the country will house the campaign, providing support for members of the LGBTQ+ community who are unable to make it to Sydney for Mardi Gras.
This year’s Fair Day event will also host a purpose-built photography and projection booth in which people can capture and share their own public displays of pride. The images will then be projected around the country on QMS Media’s dynamic digital billboards.
The OOH campaign will appear across the country
Aldo Oosterman, senior brand manager at Lifestyles Healthcare, said: “We believe that intimacy is at the heart of the human experience. Our Public Display of Pride campaign aims to celebrate the idea that, regardless of who we are, we all should be able to show affection to our loved ones without hesitation.
“The SKYN brand has always been, and will always be champions of the notion that intimacy is to be experienced whenever, wherever, and shared with whomever.”
Albert Kruger, CEO of the Sydney Gay and Lesbian Mardi Gras, said: “Sexual health and wellness are of paramount importance for the LGBTQ+ community and we welcome SKYN as a partner again for Sydney Gay and Lesbian Mardi Gras in 2020 and beyond. SKYN’s innovative campaign explores intimacy and public affection, both meaningful topics for this year’s festival theme of ‘What Matters’.”
SKYN is a sponsor of the Sydney Gay and Lesbian Mardi Gras.
Credits
Client: SKYN
Associate Marketing Director: Austin Chesterfield
Senior Brand Manager: Aldo Oosterman
Creative: Urban
Managing Director: Ryan McDonough
Strategy Director: Jonas Katzellenbourg
Executive Creative Director: Gavin McDonough
Account Director: Holly Dover
Senior Designer: Robbie Ellis
Copywriter: John Kerswell
Senior Producer: Nicola White
Social and Media: Cummins&Partners Melbourne
Strategy Director – Connections – Bec Alexander
Senior Connections Planning Manager – Will Millar
Connections Manager – Nick Archer
Media Partner: QMS Media
