Sanex Works with Dance Choreographer Alex Verona to Create Skin Cells Dance Routine

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Cuban dance choreographer orchestrates crowd of bare dancers to demonstrate active healthy skin.

Modern dance improvisation was used to physically represent the fact that our skin is alive and relies upon incredible natural processes to remain healthy.

Sanex teamed up with Cuban dance choreographer Alex Verona to create dance routines to bring human body 'skin cells' to life, as part of its new pan-European advertising campaign, 'living skin'.

"The adverts feature three different dance vignettes, visually representing how Sanex protects, hydrates and works with the skin cells," says dance choreographer Alex Veron. "Modern dance improvisation was used to physically represent the fact that our skin is alive and relies upon incredible natural processes to remain healthy."

Each professional dancer performed naked save for skin colour-matching underwear, to step as much as possible into the role of a 'skin cell'. Camera work avoids shots of faces or side views to focus on the skin as the dancers move, rather than individual features.

"Initial dance choreography was developed in small-scale investigative workshops with 12 dancers," adds Alex Veron. "However, on shoot, 100 professional dancers featured in the group performances."

The dance routines will feature within four TV commercials created by AMV BBDO, running in the UK, France, Spain, Denmark and the Netherlands. The first advert will run on UK television in early January.

"The creative dance routines designed by Alex Veron have been perfect in visually capturing how Sanex works actively with the skin to keep it healthy - in a natural, human way," says Sam Deasy Brand Director, Sanex.

Details on the campaign and images and videos from the shoot can be found at (http://www.sanexskin.com).

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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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Graham Lee
Sanex
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