Bodycare brand, Palmers, has launched its summer skin campaign, ‘Its Thicc’, with out-of-home 3D murals in London and Manchester.

Playing on the slang term, ‘thicc’, the campaign seeks to connect with audiences and emphasise the richness of Palmers’ moisturiser.

The anamorphic murals, created by specialist artists from Global Street Art, have appeared at 500 Brixton Road, Brixton and 7 Thomas Street, Manchester. They depict huge Palmer’s Cocoa Butter Formula Body Lotion bottles, and the lotion being squeezed out of them. Each mural is over 9 metres tall.

Using anamorphic distortion, the murals were designed to appear as if the bottles are bursting from brick walls, creating an eye-catching image. They will remain up for the remainder of August.

Each mural spot was chosen due to its reach. The campaign is targeted at a young and dynamic audience of women. As well as the key locations, the campaign will also be seen on the side of London buses.

Zahira Beddou, Marketing Director of Palmer’s UK and France, says the campaign is designed to drive product awareness amongst the brand’s key demographic.

Beddou explains: “Our brand is known for our intensely moisturising Cocoa Butter Formula so this summer we’ve gone bigger than ever before with the creation of these giant 3D murals, bus media campaign and D6 Loop package in Manchester. Building on our Summer in a Bottle campaign that featured on Love Island we’re celebrating summer skincare and driving awareness across our core audience of young, fabulous women”.

The understated murals rely on a pre-existing love of Palmers’ Cocoa Butter Formula, simply reminding customers of its moisturising capabilities. An eye-catching and carefully placed campaign, ‘Its Thicc’ effectively connects with Palmers’ key consumers by advertising in relevant areas and letting the product do the talking.