Sanex Releases Living Skin Cells Gallery to Support Brand Re-positioning Campaign
Flash technology first pushes medium to its limit to demonstrate active healthy skin
(PRWEB) February 5, 2007 -- Sanex has today released a gallery fractal, allowing viewers to explore images from the advert. The gallery shows healthy skin using pictures of artistic, contemporary photography at www.celebratingskin.com.
In the gallery, an image can be subdivided into other images based upon colour and tone. The gallery has been created by LBI, using stills from Sanex's pan-European advertising campaign that shows healthy skin cells as contemporary photography.
"The gallery of contemporary photography offers viewers infinite possibilities to zoom in and out and around a rich tapestry of images from the 'living skin' campaign," explains Alix Pennycuick, Creative Director at LBI. "Engaging powerfully with Sanex's metaphor of human bodies as 'skin cells' and visually demonstrating the complexity of our skin. When clicked on, each image breaks into numerous corresponding images, which in turn can be selected and further discovered."
The gallery pushes the use of Flash 8 technology to the limit, with images being selected on the fly in direct accordance with the colour of the pixel clicked upon by the viewer. Traditionally Flash is used to play pre-rendered sequences; instead, this development enables each visit to be infinitely different from the last.
"The concept complements the advertising campaign and adds an engaging element not possible by means of traditional TV and print advertising." comments Mark Slaughter, Brand Marketing Sanex
The first full TV advert is now live on UK television; being placed on high impact TV slots to target the Sanex core demographics of 'active and organic couples'.
The living skin gallery has been placed on its own URL (www.celebratingskin.com), with an invitation to send to a friend. It is also on the main campaign site (www.sanexskin.com)
Editor's notes
About Sanex:
Sanex is a brand within Sara Lee Douwe Egberts. The international head office for Sara Lee Douwe Egberts is in Utrecht, the Netherlands. Sara Lee Douwe Egberts is a part of the Sara Lee Corporation, located in Chicago, USA. Sara Lee is active in more than 140 countries and has offices in more than 40 of them. Other brands within Sara Lee include Douwe Egberts, Pickwick, Prodent, Biotex, Kiwi, Ambi Pur, Radox and Zwitsal.
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