SUPERIORITY OF THE ANIMAL KINGDOM
Creative Strategy and Campaign Layout
Sunscreen, the ultimate challenge. How do you convince consumers to wear or buy sunscreen for everyday use?
INSIGHT
Lots of animals actually make their own ‘sunscreen’, or have routines to protect their skin. They're biologically engineered to protect themselves from the sun.
IDEA
Sun Bum is animal approved. Create a campaign that showcases these amazing animals, conveying how natural a process this is, especially with eco friendly Sun Bum.
It's so easy, even animals do it. Every single day. What do you use?
Trolling Tweets
Meet me in the comments.
Grab people's attention by responding to tweets about sunburns, wanting dewy skin or lamenting about sunscreen.
with no context.
Informative Instagrams
Did you know?
Informative Social posts on instagram will then showcase these different animals and their routines.
Our furry and non furry friends serving as some inspiration to lather up when the rays are out, and even when they’re not.
Video Spots
Let’s talk routine
Taking it a bit further with some video spots of animals partaking in their natural sun care processes. Voice-over narrates the process with facts, in an ironically academic tone. (Ex. BBC Nature voice)
The Waxy Monkey Tree Frog produces a waxy ointment used as sun cream to coat and protect its entire body from direct sunlight.
With nimble joints, the frog can manage to reach all those odd places the rest of us find a bit tricky. Seems that it IS easy being green.
What do you use? Trust the Bum.
One of our favorites is Fiona the Hippo, who we’ll sponsor as the hottest new skinfluencer. She’ll share all her tips and tricks.
Punchy OOH
Now you know what they use, what do you use?
Capitalizing on the build up with short punchy OOH ads.
Adopting a similar sarcastic tone, like the first twitter comments, when rolling out the campaign.
Full presentation here.