15/04/2025
DRAGON ROUGE STUDENT BRIEF SUBMISSION
This project dives into a powerful collaboration between Deep Heat and This Girl Can. On the surface, it’s about muscle recovery and movement. But underneath, it’s about something much deeper.
⚠️ 89% of women feel unsafe when walking home. With pepper spray banned in the UK, options for self-protection are limited. So what if Deep Heat, something already in so many gym bags, could mean more?
This campaign flips the script. Same branding, new layer. By day, it soothes muscles. By night, it makes a statement.
