Description
Just in time for the summer season, Melanoma Canada and creative agency Rethink are reviving a retro beach icon with a modern, life-saving twist.
Introducing The Sun Cover: an oversized book sleeve inspired by 1970s sun-worshipping tanning reflectors—reimagined to help Canadians enjoy outdoor reading while reducing exposure to harmful UV rays. Instead of intensifying sun exposure, The Sun Cover uses UV-reflective material designed to redirect harmful rays away from the upper body, including the face, neck, and chest.
Skin safety remains a growing public health concern. Melanoma cases have more than tripled over the past three decades, with a 17 per cent increase in diagnoses in recent years alone (McGill University Health Centre, 2025). Despite this, recent data shows that three-quarters of Canadians still spend time in peak midday sun, and many report inconsistent sunscreen use.
“We’re proud to flip a traditional tanning reflector on its head and modernize it into a sun cover that helps Canadians enjoy their books while safely enjoying the sun,” says Falyn Katz, CEO of Melanoma Canada. “At Melanoma Canada, we are dedicated to educating Canadians on this largely preventable disease, and hope the Sun Cover reminds us all to enjoy time outside with care.“
"The Sun Cover captures the current obsession with retro-cool nostalgia and turns it into a public health intervention,” says Mathieu Lacombe, Creative Director at Rethink. “With its striking design, it's a visual statement with purpose."
Designed for versatility and portability, The Sun Cover features a 30-inch adjustable frame that fits most books and e-readers while creating a personal shade canopy. Its lightweight, foldable design makes it easy to carry in a beach bag, while its umbrella-inspired structure clearly signals its protective purpose. The product is intended for use in outdoor settings such as beaches, parks, and poolside environments.
The campaign launches in early July and will roll out across multiple touchpoints throughout the summer season.
Canadians can visit thesuncover.ca for a chance to win their own Sun Cover and join the sun safety movement.
This professional campaign titled 'The Sun Cover' was published in Canada in July, 2026. It was created for the brand: Melanoma Canada, by ad agency: Rethink. This Content medium campaign is related to the Health industry and contains 4 media assets. It was submitted about 21 hours ago.
Credits
Client: Melanoma Canada
Creative Agency: Rethink
Executive Creative Director: Xavier Blais
Creative Director: Mathieu Lacombe
Art Director: Victor Pierre
Copywriter: Laurent Tremblay
Producer: Edith Cayer
Account Director: Hélène Royer
Head of Public Relations: Meredith Burns
Public Relations Director: Chenda McKissick
Public Relations Director: Anais Tsang
Public Relations Manager: Èle Thibault
PR Coordinator: Christina Avril-Dieudonné
PR Coordinator: Ricardo Felix
Clients:
Falyn Katz, CEO
Jane Axford, Sr. Director Marketing
Photo:
Production House: Shoot Studio
Photographer: Gabrielle Lacasse
