Piz Buin highlights dangers of sun damage with changing UV billboard
Suntan lotion brand Piz Buin is highlighting the dangers of sun exposure with an innovative ad that uses UV lighting to demonstrate the damage that can be done to skin when it’s unprotected.
Londoners in Southwark would be forgiven for thinking it’s a standard billboard campaign from the Johnson & Johnson-owned brand while passing by during the day, but as the sun sets a darker message is revealed to viewers. Dramatically, the model’s skin suddenly shows the effect of too much sun and new messaging appears, with the primary ‘Get it On’ strapline changing to ‘Should’ve Got it On.’
“The creative idea was born out of a simple insight: many of us apply inadequate amounts of sun cream during the day, only to realize at night that maybe we didn’t protect ourselves as well as we could have,” said Wesley Lyne, head of design and production at Johnson & Johnson Limited.
“A lot of people don’t know how to apply sun cream properly, which is why we are educating users in the overall campaign on the ‘2-2-2’ application guidelines – two tablespoons applied two times before going out and every two hours while out. We wanted to get the message across in an impactful and purposeful manner.”
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
It’s a collaborative effort between agency UM and out-of-home (OOH) specialists Rapport.
Enyi Nwosu, chief strategy officer at UM London, added: “Summer is here, and temperatures are rising in the UK and abroad. That means more potential for sunburn and skin damage, so we’re working to remind Brits how best to use sun cream to protect themselves.
“This ad is designed to open the eyes of the unwary to the risks. UV technology means we could push the boundaries of OOH execution by shining a light on the problem and inviting the audience to stay safe in the sun through a standout piece of creative.”
The UK-based activation is part of the wider Piz Buin ‘Get it On’ campaign that is encouraging shoppers to ‘practice safer sun.’
Further amplification for the campaign will come from paid social, YouTube and Amazon media, ‘holiday-scented’ trays in Superdrug stores, and content partnerships with presenter Yinka Bokinni and relationships coach Charlene Douglas.