Vaseline turns sunsets and sunrises upside down to spread awareness of dangers of UV rays
Vaseline is on a mission to spread awareness to Thai consumers about the dangers of sun damage at sunset and sunrise, times when most people believe UV rays are low.
In a new campaign by Ogilvy Singapore, Vaseline is educating consumers about the need to wear sunscreen in the early morning and evening hours to protect their skin from the damaging effects of the sun.
The campaign centers around the fact that UV rays as early as 6am and as late as 6pm can be just as damaging as any other time in the day. To promote this message, the campaign turns images of sunsets and sunrise upside, turning the images into a universal warning sign - "!"
The campaign uses contextual billboards in hyper-relevant locations in a bid to serve as a reminder to consumers to wear - and reapply - sunscreen.
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The ads, which are also running in magazines and online aim to increase overall awareness about sun damage. According to Vaseline, just 14.3% of Thai consumers are aware that the sun is also dangerous at sunrise and sunset.
Louis Piereck, senior global brand director at Vaseline, said, “Vaseline's mission is to give everybody healthy skin and let them live without limits. We want to educate the public about the dangers of the sun on the skin at any time of the day, and this simple yet distinctive idea does exactly that!"
Nicolas Courant, chief creative officer at Ogilvy Singapore, said, “Now, every time you will see a sunset or a sunrise you will be reminded to put sunscreen on.”