Most individuals are aware of the damage UV rays can do to their skin. Prolonged exposure without protection to sunlight can result in sunburn, aging, and an increased risk of developing skin cancer. While less commonly discussed, the HEV light — popularly known as blue light — can also have harmful effects on the skin. Yet, unlike the UV, the effects of HEV are more subtle and take a bit more time to develop.
While the focus is mostly on the UV rays, it is equally important to highlight the impact blue light has on the skin, especially now, as screen time and artificial light exposure have increased significantly. In fact, Unilever found that 64% of people are not aware of blue light’s effect on skin. Since one of the most exposed groups to HEV is made up of gamers, Vaseline, together with Ogilvy Canada and Ogilvy Singapore, launched a product that not only raises awareness about blue light exposure but also helps protect their skin against it.
“No matter the game, the 3.3 billion gamers worldwide all share a common enemy — blue light. They just don’t know it. So we wanted to shine a light on the invisible enemy. But we didn’t just launch a campaign to raise awareness; we created a product to shield gamers’ real-life skin,” explained Francesco Grandi, Chief Creative Officer at Ogilvy Canada.
In Thailand, the gaming community is made up of approximately 32 million players, making the country the perfect market to launch the “Screen Block” product, according to Louis Piereck, Senior Global Brand Director of Vaseline. “We want Screen Block to be part of every gamer’s daily routine,” he said.
In doing so, Vaseline worked with Umi Games, integrating the idea into the gaming world via Fortnite. Within the game, players could protect their characters’ skin from HEV, reminding them of the importance of protecting their skin IRL. A 15-second-long social film teased out the Screen Block while a trailer was released on April 10 to promote the custom map developed in partnership with Umi Games.
“Bringing playable brand experiences to life has been a journey fuelled by creativity and collaboration”, explained Tom Parry, President of Umi Games. “Partnering with a globally forward-thinking brand like Vaseline 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.”
Screen Block has officially partnered with Talon Esports, one of the world’s biggest and most successful esports teams from Asia. The initiative is currently available in Thailand, with plans to extend it globally.
CREDITS
Brand: Vaseline
Agency: Ogilvy Canada // Ogilvy Singapore
In-game Integration: Umi Games
Media: Mindshare Singapore
PR Video: Sailor Studio
VFX: Dogsled Studio
