The intimate wellness brand’s latest global campaign, “Faces,” is built around a simple but striking observation. Football remains one of the few cultural experiences where people openly express anticipation, tension, joy, disbelief, heartbreak, and celebration without hesitation. For a brief moment, emotional restraint disappears and instinct takes over.

That idea sits at the heart of SKYN’s long-standing brand platform, “Feel Everything.”

The Insight Behind “Faces”

Modern life often encourages people to manage emotions, filter reactions, and maintain composure. Sport offers a rare exception.

For ninety minutes and beyond, supporters become completely immersed in the experience. Their reactions are immediate, visible, and shared with those around them. Faces tell the story before words ever do.

According to SKYN, those moments of complete emotional investment closely mirror the feelings experienced during intimacy. Both situations involve vulnerability, anticipation, connection, and emotional release.

The campaign explores that parallel in a way that immediately captures attention.

During and after the game: When Appearances Can Be Deceptive

At first glance, the campaign’s close-up portraits appear intensely intimate.
Eyes are closed. Mouths are open. Breaths seem suspended between anticipation and release.
The initial impression suggests moments of personal intimacy.
The reveal changes everything.

These are not intimate encounters. They are football fans reacting to the emotional highs and lows of the tournament.

Created in partnership with award-winning creative agency L&C, the campaign uses this visual tension to draw attention to the emotional honesty that football can create. The expressions captured are instinctive reactions from supporters who have stopped worrying about how they appear and simply allowed themselves to feel.

The Science Behind Emotional Investment

The campaign also references research that points to the physical impact of football fandom.

A 2026 study published in Scientific Reports found that supporters attending matches in person recorded average heart rates that were 23% higher than those watching elsewhere. During key moments, heart rates exceeded 100 beats per minute.

Researchers described this response as “football fever,” highlighting how deeply emotional experiences can create measurable physical reactions.

For SKYN, those findings reinforce the campaign’s central idea: the strongest human experiences are often both emotional and physical.

Why “Faces” Works

Many tournament-related campaigns focus on teams, rivalries, predictions, or results.

SKYN takes a different route.
Instead of spotlighting competition, the campaign focuses on what happens inside the audience. The tension before a penalty kick. The anticipation of extra time. The eruption of joy after a decisive goal. The heartbreak that follows a missed opportunity.

These are the moments supporters remember long after the final whistle.

By framing football fandom through the lens of emotional expression, “Faces” creates an unexpected connection between sport and intimacy without losing sight of either subject.

During and after the game, Feeling Everything Becomes the Story

The campaign will run globally across social, connected TV, and digital platforms throughout the tournament.

What makes “Faces” memorable is its ability to find a human truth that exists beyond football itself. The campaign suggests that some of life’s most meaningful experiences are the ones where people stop performing, stop filtering, and simply react.

Whether that moment comes through sport, culture, or intimate connection, the emotions that stay with people are often the ones they never planned to show.

And that is exactly what SKYN chooses to celebrate.

Credits
Brand: SKYN
CEO: Laurent Faracci
CGO: Gregory Chabidon
VP Global Marketing & Innovation: Marta Toth
Sr. Global Brand Manager: Michele Martinelli

Advertising Agency: L&C
Chief Creative Officers: Rolando Cordova / Gian Carlo Lanfranco
Executive Creative Director: Bruno Franchino
Associate Creative Directors: Juliana Laborde / Sarah Knutson
Managing Director: Gino Cochella
Account Director: Cesar Bellido
Junior Art Director: Lucciana Bedoya
Executive Producer: Paul Cordova

Production Company: Fertil
Director: Santiago Chavez
Executive Producer: Tarek Kahhat

This campaign is about:
SKYN Condoms, FIFA 2026, 2026 FIFA World Cup Ads, Condom Ads, SKYN Faces Campaign, Football Marketing, Sports Advertising, Creative Campaign, Emotional Storytelling, Intimate Wellness, L&C Agency, Global Campaign, Brand Strategy.

The production company behind the campaign, Man in your Head, presents breathtaking visuals coupled with some deep travel insights in the trailer for the multi-layered campaign. The intimate vibe of the campaign is further strengthened by the individual stories of impeccable travelers who don Kathmandu gear while narrating their ordeals with mother nature.

Two such stories are detailed below:-

Kathmandu World Ready Trailer

1. World Ready with Caroline Bellamy
Caroline Bellamy is a kiwi-based artist who has a fascination with landscapes. In her own words, drawing picturesque views takes her through her traveling experiences a second time. She describes her art as an effort to capture the essence of the places she has visited rather than obsessing over details. Her work is characterized by an honest sense of rawness that traps its viewers in varied textures and the overall mood of her paintings.

In the micro-documentary of her travels, she emphases that she does not have any preconceived notion of what her travels must look like. Instead, she goes where the adventure takes her and brings back figments of her imagination that eventually take form in her art.

2. World Ready with Mark and Hana
The journey of Mark and Hana through the entire length of the Americas embodies the spirit of Kathmandu: personal education through travel. As documented in the world ready series, Mark and Hana travel all of the Americas on their bicycles. Mark is a photographer who aims to share his experiences with the world in the form of visual stories that give people a taste of what lies beyond familiar streets and daily routines. According to mark, traveling on a bike is the ultimate travel experience as it strengthens your body as well as your mind. The duo’s travels from the top of Alaska to the tip of Argentina have broadened their horizons and inculcated an increased sense of open-mindedness in them. The two traveler says that empathy is one of the major emotions that their journey has taught them.

In a nutshell, World Ready is a campaign that crystallizes the core ideology of Kathmandu. Other than the right mindset and the required fitness, gear is also a major part of any successful outdoor expedition. Simply put, Kathmandu claims that it makes you World Ready if you have the stomach for it!

This article is about:
Travel, World Ready, Kathmandu, Photography, Caroline Bellamy, Adventure, New Zealand, United States, Germany, Australia, United Kingdom, Argentina, Outdoor, Short Film, Man in your Head, Global campaign, Traveling, Camping Gear, Camping Equipment, Hiking Gear, Hiking Equipment, Kathmandu World Ready, Brand campaign

Asics has launched a new brand platform, ‘Want it more’, featuring real people pushing themselves hard physically to achieve their fitness goals.

Want It More

Credits:
Campaign: ASICS: Want it More
Client: Asics
Senior General Manager, Global Brand Marketing: Paul Miles
Global Advertising Manager: Eva Sutter
Agency: 180 Amsterdam
Executive Creative Dir: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Executive Producer:
Producer: Bethany Papenbrock
Asst. Producer: Davide Janssen
Account : Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead
Production Co.: Smuggler/Gatehouse
Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barett
Editorial Co.: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
Online Facility: MPC Amsterdam
Colorist: Jean Clemant