Don't underestimate the British Sun. With 53% of people claiming they've burnt in the UK, a third of people do not apply sunscreen. It's clearly not an ingrained habit amongst us Brits. While we flock to our gardens and public parks at the merest hint of sunshine, sunscreen still equals holiday.
To grab the attention of the audience we created a droll new character, Mr. Sun., who entertainingly busts common myths about the sun.
The creative launched across VOD & TV as well as dynamic outdoor advertising that will show live location data to reiterate that sun protection is needed at home, as well as abroad.
Two hero films were created to debunk common myths: that the sun is different from that abroad & that you can't burn through clouds.