| Title | SANDCASTLE CEMETERIES |
| Brand | QIMR BERGHOFER |
| Product / Service | MELANOMA AWARENESS |
| Category | E03. Special Build |
| Entrant | Y&R ANZ Brisbane, AUSTRALIA |
| Idea Creation | Y&R ANZ Adelaide, AUSTRALIA |
| PR | QIMR Brisbane, AUSTRALIA |
| Production | Y&R ANZ Brisbane, AUSTRALIA |
| Production 2 | TAXI FILM PRODUCTION Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Nagy | Y&R ANZ | Chief Creative Officer |
| Brendan Greaney | Y&R Brisbane | Executive Creative Director |
| Andrew Thompson | Y&R Brisbane | Executive Creative Director |
| Miguel Gadea | Y&R Brisbane | Art Director |
| Richard Mitchell | Y&R Brisbane | Business Director |
| Fiona Caird | Y&R Brisbane | General Manager |
| Michelle Short | Y&R Brisbane | Production Director |
| Joshua Bartlett | Y&R Brisbane | Content Director |
| Griffin Englander | Y&R Brisbane | Editor |
| Susan Chenoweth | QIMR Berghofer | Head of Philanthropy and Fundraising |
| Mark Bishop | Taxi Film | Senior Producer |
We created headstones made from sand across multiple Queensland beaches. These Sandcastle cemeteries were a powerful reminder of the dangers of melanoma and the importance of being sun-safe. Certain headstones were personalized with the details of someone who had lost their life to melanoma, while other headstones reminded people of the fact that 1905 Australians would lose their life to melanoma this year. As part of the activations, support crews were on hand to encourage people to download the Melanoma Predictor Tool, developed by our client the Queensland Institute of Medical Research.
As the sand sculptures were being built peoples natural curiosity prompted them to find out more about the nature of the activation. This gave QIMR Berghofer staff the opportunity to spread their sun safety message and promote their Melanoma Risk Prediction App with beachgoers. Once the sand sculptures were completed beachgoers were encouraged to walk though the Sandcastle Cemetery and sign up to receive more information about QIMR Berghofer Research into Melanoma.