Skin Care & Sport
In 2021, an in-game photo of Kevin Durant's dry ankles became one of basketball's most enduring running jokes, referenced by fans, fellow players, and sports media for four years. CeraVe recognized this wasn't just a meme; it was an unanswered cultural brief living at the intersection of sport, fandom, and personal care. By partnering with Durant and embedding the campaign within NBA culture, from courtside stunts to All-Star Weekend activations, CeraVe transformed one of sport's most persistent internet conversations into a celebration of his legs, making body moisturization culturally relevant through the language of sport.
In partnership with OBB/Bolded, L'Oréal brought us in to develop a narrative framework and targeted assets to ensure that the creative would resonate with the global audiences that were outside of CeraVe's usual scope.