| Title | FUN IN THE SUN |
| Brand | JOHNSON & JOHNSON |
| Product / Service | NEUTROGENA ULTRA SHEER |
| Category | A03. Viral Mobile & Messaging |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Jeff Cheong | DDB Group Singapore | Head of Tribal DDB Singapore / Executive Creative Director |
| Christopher Lim | DDB Group Singapore | Associate Creative Director |
| Chia Aik Beng | DDB Group Singapore | Photographer |
| Hebert Pradjaja | DDB Group Singapore | Junior Art Director |
| Yeo Wee Lee | DDB Group Singapore | Head of Technology |
| Michelle Lee | DDB Group Singapore | Senior Manager, Operations |
| Patsy Khoo | DDB Group Singapore | Senior Account Manager |
Neutrogena Ultra Sheer gave three times longer protection against UVA radiation. But mainstream media was already filled with countless ads about sun protection. We found a fresh new medium: Instagram. Using the theme: ‘Let your skin have a little more fun in the sun’, we created the very first Instagram flashmob. 32 unbranded pictures were uploaded over 3 days. The hashtag #Neutrogena_Ultra_Sheer was then added to the pictures and users were treated to a big picture made up of the photos. The montage stayed online for 3 hours before disappearing. The campaign was well liked by the public and media.