Veil – Dane Swan Stunt

Challenge

Veil can match any skin tone to completely cover tattoos. However, with a very limited budget, the challenge was twofold:

  • Increase awareness of the product.
  • Prove to a sceptical audience that it really can cover tattoos.
Solution

To demonstrate Veil’s amazing ability we decided to cover up the most famous tattoos in the country – those belonging to Collingwood football star Dane Swan. Using Veil, Dane shed his ink in a dramatic transformation - shocking his Collingwood teammates, who thought he must’ve undergone laser tattoo removal.

Results

The prank aired exclusively on the Seven Network’s “Saturday Night Footy" program to an audience of over one million viewers. The amazing before and after photos appeared exclusively in The Herald Sun, with the article also becoming the most viewed story on The Herald Sun website.

The stunt had an immediate effect with Veil’s website traffic increasing by almost 400%, resulting in over a month’s worth of sales in just one weekend!

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Level 1, 6 Palmer Parade, Cremorne,
Melbourne, VIC, Australia. 3121

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+61 3 8679 2200