To make people in Singapore aware that even when it’s cloudy, they still have to wear sunscreen to protect them against dangerous UV-rays, we launched a new product for Neutrogena: Cloudscreen.

Launching a campaign to have people use sunscreen on cloudy days might sound absurd. That is why we skipped traditional media and used the most powerful medium of Neutrogena: the products itself. We invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days. The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product.

Singapore's leading pharmacy chain loved the product and the message. They agreed to make it available in their stores.

Our video which explained the project was launched on Neutrogena's Facebook. It had 10 times higher engagement ratings than usual.