While everyone knows the risks of harmful UV rays, 64% of people are unaware of the impacts of blue light – which can actually penetrate the skin even deeper. While the effects aren’t as immediate or tangible as sun exposure, protection against blue light should still be top of mind (think blue light glasses).
That’s why Vaseline, in partnership with Umi Games, is launching its Screen Block campaign, helping send a broader message about the everyday and unseen effects of blue light by partnering with those who spend the most time in front of screens: hardcore gamers. Check it out here.
The campaign, by global creative agency Ogilvy, also includes an in-game integration with Fortnite – watch the game trailer here.
The Screen Block product and campaign launched in Thailand, a first-mover market in both product innovation and gaming culture, with plans to expand to other markets in the near future. With more than 3 billion gamers worldwide, 25% of whom play 40+ hours per week, Vaseline’s Screen Block is a daily essential.
- “No matter the game, the 3.3 billion gamers worldwide all share a common enemy – blue light. Most just don’t know it. To shine a spotlight on this invisible reality, we didn’t just launch a campaign to raise awareness; we created a product to shield gamers’ real-life skin. This is especially important for the 25% of the gaming community who play almost 40 hours per week, and the pro gamers who train over 12 hours per day. A product like Screen Block could really save their skin. It’s a “gaming accessory” that we want to see as part of every gamer’s routine.” – Francesco Grandi, Chief Creative Officer, Ogilvy Canada
- “Bringing playable brand experiences to life has been a journey fueled by creativity and collaboration. Partnering with a globally forward-thinking brand like Unilever allowed us to push creative boundaries and craft a truly immersive, joy-filled world for players. With robust promotional support from in-game integrations to strategic Creator partnerships, we’re excited to engage next generation audiences through meaningful, innovative storytelling and experiences.” – Tom Parry, President of Umi Games
