Advanced melanoma is the most mortal type of skin cancer. And the main environmental factor that causes this disease is exposure to sunlight.

The first step to fight against this type of cancer is to raise public awareness about this severe disease that takes more than 700 lives every year just in Spain: lives that are no longer with us; lives that disappear. And they disappear because of the sun. This idea was born half way between art and advertising.We represented the disappearing of those 700 lives thanks to real scale ice statues that melted during a whole day in the streets of Madrid, turning the whole city into an enormous outdoor advertising medium.

It was an unprecedented ambient marketing action that turned Madrid’s pavements into improvised ephemeral art galleries that managed to catch the attention of pedestrians as well as mass media.

We represented the disappearing of those 700 lives thanks to life-sized ice statues that melted during a whole day in the streets of Madrid, turning the whole city into an enormous outdoor advertising medium. It was an unprecedented ambient marketing action that turned Madrid’s pavements into improvised ephemeral art galleries and that managed to catch the attention of pedestrians as well as mass media.

- Significant impact on major national newspapers; - More than 60 online media picked up the action;- The main radio stations live echoed the news;- TV - local and national level - were present during the action, resulting in more than 15 minutes of free TVcoverage.