CHALLENGE: Most sun cream advertisements tell us the same thing, over and over. Too much exposure to the sun is bad for our skin. But do we listen? Instead of chastising people we wanted to try a different angle. Humour.
INSIGHT: There's no getting around it - sunburn makes you look stupid
CREATIVE SOLUTION: We decided to use beach stereotypes to star in our posters; the leather faced, mahogany skinned old woman, the Mediterranean mafiosa with the hairy chest and giant belly and the pasty nerd on holiday who wears socks and sandals. They all look undeniably stupid, but with your sunburn, you look even more stupid.