BACTROBAN / HALEON - The Healable Ramp

We discovered that the ramps in skateboarding tournaments are more likely to lead to injuries than the athletes on the skateboards. Every time a skateboard rolls along the ramp, it leaves its mark, and for the audiences viewing the live stream of the competition, the ramp often captures the majority of their attention on the screen.

Drawing from this insight, the Bactroban brand turned the ramp into a display to showcase the swift response of its topical spray against infections.

For the X Games, a major event in extreme sports, we designed a custom U-shaped ramp and transformed it into a large interactive touchscreen with tailored technology, while still capturing the authentic nature of skateboarding.

As skateboarders glide over the ramp, their tracks will become visible, yet a quick spray of Bactroban will make those marks disappear almost immediately. The animated display captured the audiences’ interest, leaving them both amused and drawn to the brand showcased by the eye-catching U-shaped ramp.

Bactroban’s partnership with niche sports garnered 700 million views across the network, contributing to a 24% rise in brand engagement.