Cannes Lions
DALLAS, Antwerp / FOUNDATION AGAINST CANCER / 2013
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Description
Young girls are well aware of the risks of excessive sun exposure. But they fail to act like it. Armed with a small budget and no media exposure, we needed to find a new approach. We targeted their boyfriends. We showed them what would happen in their girlfriend didn't protect herself enough: she would look like her mother far too soon. To drive this message home, we created the Midnight Switch.