Today people are connected in so many ways, and yet in this globalized, fast-paced world, many people feel their interactions with friends and family have become more distant and impersonal. As we have reported, a range of brands (including Nestlé’s Abuelita in Mexico, Nescafé in Australia, the U.K.’s National Rail, and Tostitos in the U.S.) have responded to anxieties around losing connections to loved ones and missing out on family traditions by positioning their products as a means to get closer and reunite. Skype has joined in on this concept but from the digital perspective, emphasizing that online connections can help maintain strong ties when families are separated by long distances.
Skype’s “Stay Together” campaign illustrates that instead of breaking down family traditions, the Internet service enables people to maintain them. “Stay Together stories” show modern iterations of the family portrait, with Skype video from one end of the connection projected onto a wall at the other end, so the family can pose together; artist John Clang then creates a portrait. A 10-year-old in L.A., for instance, poses next to her cousin in Brazil to see how much taller the older girl has grown. The campaign also asks consumers to share their own stories about how they stay together with important people in their lives. There’s also a personal storytelling competition, and the most compelling entry will win an “Impossible Family Portrait” and a $10,000 travel certificate to bring relatives together in real life.