Band-Aid: OURTONE Bandages
Client
Band-Aid, Johnson & Johnson's bandage brand. We specifically focused on OURTONE bandages, which come in a range of colors to cater to diverse skin tones.
Target
Young people of color and progressive thinkers, particularly those between the ages of 18-25.
Task
Change the perception of the Band-Aid brand from one that is neutral and family-focused to one having a personality and a stance on inclusion. Emphasize the need for diversity, individualism, and self-expression.
The Big Idea
For every shade of you.
To transform Band-Aid's brand image into something modern that will stick in the minds of younger generations.
Campaign Plan Book
Program
Adobe InDesign
Designers
Kate Talley
This campaign booklet contains Hubbub's entire Band-Aid campaign, including final images, mockups, our primary persona and creative brief, primary and secondary research, sketches, and citations for all work.
Sidney Jackson
Ant Adkins
Hubbub Advertising Members
Click on the button below to download a copy of the booklet.
Kate Talley
Sidney Jackson
Ant Adkins
Sarah Becker
1: Print Ads
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Designers
Kate Talley
Ant Adkins
Copywriter
Programs
Kate Talley
Rationale
Each different design within this line of print ads celebrates a different form of self-expression and aligns the product with the identity and passions of the consumer.
The direct connection of Band-Aid supporting individual creativity shows the Band-Aid consumers that the Band-Aid brand cares. The personal touch turns a simple healthcare product into a statement of individuality.
2: TV Commercial
Programs
iMovie
Canva
Photographer
Kate Talley
Copywriter
Kate Talley
Editor
Kate Talley
Rationale
The purpose of this commercial is to reinforce the fact that there is no single “nude” shade. Each person has their own definition of the term, and no two nudes are the same. The inspiration for this commercial comes from the brand’s old ads. Many of them emphasize the nude color of the bandages that will blend into the skin. Now, with the creation of the OURTONE line, that selling point can be true for everyone.
We used stop-motion to reinforce the idea of expression and creativity through BAND-AID.
3: Instagram Ads
Programs
Adobe Photoshop
Adobe InDesign
Designers
Sidney Jackson
Kate Talley
Copywriters
Sidney Jackson
Kate Talley
Rationale
This Instagram series features the use of bold colors and free movement that highlights the expression of our audience. Looking at our advertisements, you will see the ideas of a diverse range of identities, illustrated with different bright color combinations, placement, and vibrance.
We aimed to produce an almost avant-garde, imaginatively styled collection. This style is popular on the platform and amongst our chosen demographic.
Carousel post above, individual posts below.
4: Dating App Ads
Programs
Adobe Illustrator
Adobe InDesign
Designers
Sidney Jackson
Kate Talley
Copywriters
Sidney Jackson
Kate Talley
Rationale
Since the sole purpose of dating apps is to bring people together, we decided to depict couples doing self-expressive activities together. This includes dancing, playing music, exploring the world, cooking, and writing. The tagline “Those who ___ together, stick together.” is a nod to the adhesive function of the BAND-AID and the brand’s infamous jingle.
We decided to advertise on the Apps owned by Affinity Group, LLC. This includes BLK, Chispa, and Yuzu. These dating apps each focus on a different minority group.
5: OOH Ads
Programs
Adobe Illustrator
Adobe InDesign
Designer
Kate Talley
Copywriter
Kate Talley
Rationale
We continued to use Band-Aids as text for the transit ad on the left that reads “We’re Changing Our Tone.” This visual pun not only emphasizes its message, but also depicts a “re-toning” of our brand and shows our brand being more inclusive.
The billboard portion of this campaign highlights the product as a form of self-expression. By arranging the words "Express Yourself" with the help of the different shades of the OURTONE BAND-AIDs, a call to action is summed up simply: this billboard calls on the consumer to express themselves creatively and visually.
6: Guerilla Marketing
Programs
Adobe Photoshop
Designer
Ant Adkins
Rationale
Allowing people to create self-portraits using multiple tones of BAND-AIDs invites participation and interaction, turning passive observers into active participants. Our idea for self portraits incorporating the OURTONE Band-AIDS stems from the idea of incorporating self expression and individuality. This hands-on interaction with the product increases engagement and creates a personal connection with the brand, enhancing recall and brand loyalty.
These images would theoretically be shared across Band-Aid’s social media platforms, which would turn this portion of the campaign into user generated content for the brand.
7: Branded Product Placement
Programs
Adobe Photoshop
Designer
Ant Adkins
Rationale
Abbott Elementary is one of the most popular mockumentary TV series of all time with a diverse range of viewers tuning in per episode. It features a largely Black cast and makes overt statements about the educational equity for schools within communities of people of color. Equally, Band Aid’s OURTONE line directly targets the inequities that were previously present within the brand’s product line.
We believe that a collaboration between Abbott Elementary and BAND-AID would not only enhance the authenticity of the show but also reinforce its message of awareness and representation.
8: Viral Video
Program
TikTok
Editor
Sarah Becker
Rationale
By incorporating a sound byte from Jojo Siwa’s 2023 interview where she discusses her own transformative rebrand, our campaign performs a bit of a self-aware analysis with a humorous edge.
Despite Jojo’s self-proclaimed “revolutionary” change, her rebrand is something that has been done many times before. Similarly, creating bandages in different skin tone shades has been done many times in the past, so this product line is nothing revolutionary.