T-Shirts with sun alert

Agency Network: 
Published/Aired: 
August 2011
Sun Look:  T-Shirts with sun alert
Sun Look Ambient Ad -  T-Shirts with sun alert

Description

Situation: It’s time for open air festivals: every year, cheerful vibes, good music, and sunshine allow everyone to forget their worries – and their sun blocker. How do we make the visitors of open air festivals in Switzerland aware of the importance of UV protection – before the sunburn?

Idea: The idea is to distribute T-Shirts with a built in sun alert. This alert is triggered as soon as the T-Shirt is exposed to UV rays. Thereby the persons wearing the T-Shirts and the people around them are alerted - early enough, and in a surprising manner.

Execution: The secret is UV-sensitive paint: the invisible “Sun alert” imprint on the T-Shirts turns red instantly as soon as it is touched by sunlight. The importance of early sun protection becomes obvious. If the sunlight is really intensive, the imprint appears in a burning lobster-red. It fades with decreasing UV intensity, and completely disappears when there is no UV light. Promoters distributed the T-Shirts together with Sun Look sun blocker samples to festival visitors.

Result: The promotion attracted attention and was not only a topic for conversation, but also gave opportunity for some flirting. The T-Shirts were very popular at open air festivals and out of stock in the shortest amount of time.

Ambient advertisement created by Y&R, Switzerland for Sun Look, within the category: Health.

Caption

SUN ALERT

Advertising Agency: Advico Young & Rubicam, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Creative Director: Thomas Engeli
Art Director: Oliver Glutz von Blotzheim
Copywriter: Patrick Bucher
Design: Joelle Hauser
Consultant: Susan Baumgartner
Promotion: Pamela Gemperli
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kleenex's picture

nice idea.

kleenex
Activity Score 58777
Web Designer/Developer
VGreg's picture

Smart!!

VGreg
Activity Score 18
NicoCiego's picture

I want to know how to make that paint, or at least where to buy some. 0_o

NicoCiego
Activity Score 1031
Art Director at Quezon City Philippines
Prasad Weerasekara's picture

I like it..

Prasad Weerasekara
Activity Score 657
Karelgp's picture

Buena interacción y se entiende claramente la idea.

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
raulbanderas's picture

cool

raulbanderas
Activity Score 357
Jexep's picture

Great way to trigger the needs of using the products!

Jexep
Activity Score 182
Planner at BrandBaker |

my marketing blog (Thai Language): http://jexep.net

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