Sexual wellness brand SKYN, by LifeStyles Healthcare, has kicked off their multi-year sponsorship of the Sydney Gay and Lesbian Mardi Gras Festival with the launch of their Public Displays of Pride campaign.
Created by Urban, the campaign aims to shine a light on public displays of affection within the LGBTQIA+ community, and challenge people’s often unconscious bias towards these intimate displays in public.
Albert Kruger, SGLMG CEO 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.”
Utilising a two-part creative format and rainbow effect, the featured couple would be assumed by most to be heterosexual, however are revealed to be a same sex couple.
The creative will appear on major out of home sites across the country to ensure that support for these expressions of intimacy are felt by people from the community who might not have been able to visit Sydney for the festival.
During the SGLMG Festival, the attending public will be encouraged to get involved by capturing and sharing their own Public Displays of Pride from a purpose-built photography and projection booth at this year’s Fair Day event.
The images captured will be mirrored at various OOH dynamic digital billboards across Australia via QMS Media’s network to make sure the love and intimacy shared at the Sydney event was felt, seen and embraced across the country.
“We believe that intimacy is at the heart of the human experience,” says Aldo Oosterman, Senior Brand Manager at LifeStyles Healthcare. “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.”
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
