UV AWAY

TitleUV AWAY
BrandJOHNSON & JOHNSON
Product / ServiceNEUTROGENA
CategoryB02. Consumer Products & Services
EntrantNAGA DDB MALAYSIA Selangor, MALAYSIA
Entrant Company:NAGA DDB MALAYSIA Selangor, MALAYSIA
DM/Advertising Agency:NAGA DDB MALAYSIA Selangor, MALAYSIA

Credits

Name Company Position
Ted Lim Naga DDB Malaysia Executive Creative Director
Faizal Reza Tribal DDB Malaysia Creative Director
Davina Chan Naga DDB Malaysia Copywriter
Swee Jin Yap Tribal DDB Malaysia Copywriter
Joel Lim Naga DDB Malaysia Creative Head - Experiential
Danny Chin Naga DDB Malaysia Art Director
Maharis Azman Tribal DDB Malaysia Interactive Designer
Wai Yee Koh Animator/Special Effects
Danny Chin Naga DDB Malaysia Illustrator
Chiw Mun Yew Naga DDB Malaysia Illustrator
Ted Lim Naga DDB Malaysia Copywriter
Karen Tan Naga DDB Malaysia Brand Director
Wong Kaelynn Naga DDB Malaysia Brand Manager
Fiona Ng Johnson & Johnson Sdn Bhd Group Brand manager

The Brief

We needed to boost awareness of indoor UV and increase usage of Neutrogena® Ultra Sheer. To promote the indoor use of Neutrogena® Ultra Sheer® sunscreen, we spoke to them through a major source of indoor UV – their very own computer screens; a medium they stare at for hours at work or home.

Creative Execution

The banner instructs users to tilt the screen away from them, thus putting them out of the direct UV glare of their computer screens. The lenticular effect then reveals a hidden message to users. Users may click through for more info.

Describe the creative solution to the brief/objective.

We created The World’s First Lenticular Web Banner.

Results

A fresh twist to a common web medium, the lenticular banner garnered a higher-than-average click-through rate of 0.27% (industry standard stands at 0.2%) with a total of 350,000 impressions in just 5 days.