Peru's not on the list of countries with the most hours of sunlight, nor is it one of the hottest, but ironically, it receives more ultraviolet radiation than any other country in the world.

Most Peruvians forget to protect themselves outdoors because Lima sees a lot of cloudy days, even in the summer, but the number of new skin cancer diagnoses continues to climb.

The brief was simple, create a summer campaign that would actually influence society, as cases of skin cancer were increasing year after year in Peru. It should be noted that the client was honest in telling us that prevention campaigns in previous years had gone unnoticed.

Given these circumstances, we decided to focus our efforts on seeing how we could harness the client's budget to create a big impact both socially and in the media.

Our first thought was to ask the brands for help, but we knew for sure that we didn't want to fall back on them for something overused and clichéd, and that's when we added the term "hacking" into the mix.

What happens if we hack something? That's what we truly focused on.

Everything flowed from there and that's when we thought of applying sunscreen to every single billboard on Panamericana Sur, the most-traveled highway in Peru during the summer, as it leads to the country's main beaches.

We decided to put aside a TV commercial or a press campaign and focused totally on outdoor areas, which is the place where we want people to use sunscreen. That is why we chose the Pan-American highway, since it is the busiest in the summer, because it leads to the main beaches of Lima.

The billboards of this road are like the Super Bowl moment for the brands in the summer in Peru.

This made them an ideal medium for our message.

But how could we be there without paying thousands of dollars?

Simple. Asking for the collaboration of each of the brands that were already there.

To carry out this idea, we contacted 55 brands individually and convinced them to let us intervene on their billboards. The idea was to carry out the action simultaneously, which meant that from one day to the next, all the billboards had to appear intervened.

This involved talking to each media agency individually, so that the sunscreen would be put on each billboard at dawn.

After dozens of meetings and calls, we managed to coordinate everything, so on January 4, 2020, people woke up and were surprised by our activation.

We managed to have100 km of highway lined with our message (that's worth $12 M in outdoor advertising) and $7.8 M earned media. All this with an investment of 15 thousand dollars.