KRISTY HEILENDAY
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Chromat

CHROMAT

CHROMAT

Pool Rules

To launch Chromat’s new swim collection, we were tasked with growing their mainstream brand awareness without losing their progressive core identity.

Swimwear ads typically represent only young, thin, straight, white, cis women—not only ignoring the majority of women, but ignoring the changing ideas of beauty and femininity. So, how do we keep Chromat’s edge but widen their audience? Through radical inclusivity.

By playing off the familiar language of public pools, we rewrote the rules to celebrate women and femmes of all body types, sexual identities, skin colors, and abilities.

The Chromat Pool Rules rules debuted on social and out of home. In just two weeks, the campaign garnered 35 million online impressions, was covered in over 50 publications worldwide, and increased sales by 25%.

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