Norwegian people suffer from a lack of sun in wintertime, which can cause them to have a vitamin D deficiency and a pale complexion. We used this winter phenomenon to launch a memorable outdoor campaign encouraging people to visit southern countries.

Passers-by in Oslo Central Station could become “the star of the ad” themselves. They could have their picture taken. Then, a special software measured the amount of saturation for their skin. Contestants’ images were directly uploaded onto a giant screen, while the curious audience followed who was the palest person in the league. Three winners got a chance to visit sunny Gran Canaria.