A UK media first and partnership debut for Sanex

Following the outbreak of Covid-19, Sanex were forced to pivot away from their ‘Skin to Skin’ brand equity messaging which led to Wavemaker being challenged to create a campaign that would bring to life a new message for Sanex 0%. With a 99% biodegradable formula and a 100% recyclable bottle, respecting both ‘Skin & Planet’ was born.

We built a campaign plan centered around high-impact OOH activity. In a UK media first, we worked alongside Kinetic to create a mural with a twist, replacing all greenery with living moss that grew over the four-week campaign period. We also took advantage of recovering roadside audiences by having lenticular T-Sides running across the city to catch consumer attention with subtly animated creative and planning large format 48/96s in proximity to major parks across London to further contextualise the planet messaging.

To compliment the OOH activity and further drive consumer consideration we secured the brand’s first ever partnership with  Stylist, creating the Conscious Collective, an online hub delivering content to help people to live a cleaner lifestyle for skincare and the planet.

The partnership will showcase a series of illustrated advertorials, a print DPS designed by our Wavemaker Studios team, video and social content, as well as an Instagram live event with influencers to promote the movement and discuss important topics relating to the beauty industry and the challenge of sustainability.