Spain has one of the highest sunlight ratios in the world. However, many Spaniards are not concerned about the dangers of the sun, like Melanoma - the most aggressive type of skin cancer. Prevention and early detection are crucial when it comes to Melanoma, increasing survival rate from 10% to 80%.
That’s why Generali, a Spanish insurance company, has developed the 'Melanoma Summer Collection': a swimwear collection that, instead of having the classic polka dots on it, its stamping is based on real melanoma shapes.
These swimsuits allow people to compare their moles with the stamping and remind them how important it is to pay attention to their skin. The stamping was developed by a designer in collaboration with SEOM (Spanish Medical Oncology Society). Each shape is based on a real melanoma and responds to the ABCDE clinical rule for early detection, a rule you can check on the swimsuit's tag and on the website.
Agency Ogilvy Madrid
Product Skin cancer prevention
Client Contact Javier Aguirre/ Susana Melendi
General Creative Director Paulo Areas
Creative Directors Félix Carral/José Izaguirre
Editor Alba López
Art Director Antonio Pelufo
Creative Digital Team Rubén Martín/Amalia Mora
Customer Service Director Jose Luis Salazar
Account Director Laura Gias
Account Supervisor Sonia San Juan
Account Executive Almudena García
Audiovisual Production Director Aaron Lago/Rocío Fernández
Production Ogilvy Madrid
Film maker Alvaro Fernandez
PR Team Núria, Padrós, Belén Gay, Aída Rodríguez
Media Internet, Gráfica
Claim Generali, we protect and improve people’s life