We were briefed to create awareness in the diverse South African market of a new brand of band-aid. Taking a previously ‘white-only’ product, we needed to communicate it was designed specifically for previously unrepresented skin tones.

South Africa is a rainbow nation that has eleven official languages, cries “ouch” in eleven mother tongues but there is a language everyone can understand – Emojis.

92% of South Africans own a mobile phone, which means despite the language and education disparity of our nation, a large majority of our target market is familiar with the Emoji.

And when Emoji’s became representational, we knew it was the perfect solution to create awareness of the world’s first band-aid for every skin tone.