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Ad: Sun Look

To bring attention to the harmful effects of UV rays during periods of prolonged exposure to the sun, Swiss sunscreen manufacturer Sun Look came up with this great promotional idea.

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.

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