Title | PROJECT SUN STOPPER |
Brand | JOHNSON & JOHNSON |
Product / Service | NEUTROGENA ULTRA SHEER |
Category | B02. Consumer Products |
Entrant | DDB WORLDWIDE Singapore, SINGAPORE |
Entrant Company: | DDB WORLDWIDE Singapore, SINGAPORE |
Advertising Agency: | DDB WORLDWIDE Singapore, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Neil Johnson | DDB Worldwide Pte Ltd | Chief Creative Officer |
Joji Jacob | DDB Worldwide Pte Ltd | Executive Creative Director |
Jeff Cheong | DDB Worldwide Pte Ltd | Executive Creative Director |
Teng Run Run | DDB Worldwide Pte Ltd | Senior Art Director |
Vanessa Goh | DDB Worldwide Pte Ltd | Senior Copywriter |
Martin Loo | DDB Worldwide Pte Ltd | Creative Group Head |
Alfred Lim | DDB Worldwide Pte Ltd | Senior Art Director |
Teng Choon Yeng | DDB Worldwide Pte Ltd | Chinese Copywriter |
Ciaran Lyon | DDB Worldwide Pte Ltd | Associate Director Of Technology |
Kelvin Lam | DDB Worldwide Pte Ltd | Senior Mis Executive |
Ng Chee Seng | DDB Worldwide Pte Ltd | Flash Developer |
Dawn Yang | DDB Worldwide Pte Ltd | Copywriter |
Juliana Li | DDB Worldwide Pte Ltd | Junior Art Director |
Kim Das | DDB Worldwide Pte Ltd | Vice President/Regional Director |
Aivonne Chong | DDB Worldwide Pte Ltd | Senior Account Director |
Aisha Lo | DDB Worldwide Pte Ltd | Account Manager |
Azny Juffri | DDB Worldwide Pte Ltd | Account Executive |
Daphne Ng | DDB Worldwide Pte Ltd | Executive Producer |
At the heart of the idea was SunStopper.sg. During build-up phase, we drove traffic with blogs in two languages that piqued interest with entertaining eclipse information, tweets, 21 virals, on-ground sampling, Facebook fanpage and even unusual methods like flash mobs. As international sites like Facebook and Twitter are sometimes blocked in China, we put up similar content on local Chinese sites. When some local sites faced restriction, we turned our blog into a microblog for the live stream. Finally, as thousands watched SunStopper on July 22, we claimed the eclipse on behalf of Neutrogena Ultra Sheer sunblock.
The big idea that helped us take advantage of the eclipse: For 6 minutes 39 seconds, the Moon will block and protect you from the Sun. But for the remaining 500,000 minutes, you’ll need Neutrogena Ultra Sheer sunblock to protect yourself from the Sun. We brought the idea to life by creating SunStopper.sg, driving traffic to it for a month, streaming the eclipse live from China, and as thousands watched the live stream, claiming the eclipse for Neutrogena Ultra Sheer. A world’s first. No other brand has ever claimed a live natural phenomenon to dramatise the brand’s benefits
To increase the salience of Neutrogena Ultra Sheer sunblock by taking advantage of a very dramatic natural phenomenon that would happen only once in our lifetime, and would be followed by millions around the world — the longest total solar eclipse of the 21st century that happened on July 22, 2009.