The Situation

During BLM, Band-Aid released a new multi-tone brand. Though they had good intentions for inclusivity, there was significant backlash.

The Challenge

Band-Aid needed to develop not just a color way extension, but a whole new brand – in a moment of unimaginable civil unrest.

What We Did

We built a brand that was in service of the Black community, with a character- and story-driven campaign that creatively aligned Band-Aid OURTONE product attributes with the resilient spirit that defines Black people and their pursuit of progress, equity, and equality. The results were clear, with 127M+ impressions and a 16M+ reach.

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