The powerful device light not only affects our eyes, but also our skin, and Vaseline Thailandia He wants to raise awareness and help protect himself from it in a context of growing technological dependence. For this, Screen Block has created, a special cream that protects from blue screens light, and has launched it among those who spend the longest exposed to the devices: gamers.

The initiative, devised by agencies Ogilvy Canada and Ogilvy Singapore, It aims to raise awareness of the skin impact of prolonged exposure to blue light, which can be equally harmful as ultraviolet rays of natural light. This endangers the well -being of the more than 3,000 million people who play video games worldwide, 25% of which play more than 40 hours per week, as they explain from the agencies.

The cream, which is presented in 100 milliliters format, has a 50 protection factor and can be applied both in the body and in the face.

To publicize the new creation, it has developed a multichannel strategy that has also implied its integration into the “Go Goated” video game, by Fortnite, by the hand of the developer Umi Games. The objective of this has been to impact with the brand’s message at a compromised audience and provide an experience that drives the brand consideration.

Starting from the idea that the cream is designed to protect the gamers outside the game, Vaseline has sought to do the same for the avatars of the players. Thus, he has given life to the product in the video game and has turned the cream as a protective shield, as a potion, They protect against the different challenges of the game.

The intention of the initiative is VIsubilize an invisible reality. “A product like Screen Block could really save the gamers skin”Said Francesco Grandi, creative director of Ogilvy Canada, according to Little Black Book. “Like avatars skins, it is a game accessory that we want to be part of the routine of every player”

To communicate the product, available at the moment in Thailand with the intention of expanding internationally, the strategy has included associations with dozens of influencers and content creators of the world of gaming. The brand has sent the product to certain profiles next to a mouse pad.

As part of the Communication Plan, Vaseline has also associated with the ESPORTS TALON TEAMone of the most popular in Southeast Asia, with divisions in Thailand and the Philippines.