|Product / Service||SUN LOTION|
|Category||E04. Live Advertising & Events|
|Entrant||WUNDERMAN THOMPSON Hong Kong, HONG KONG|
|Idea Creation||WUNDERMAN THOMPSON Hong Kong, HONG KONG|
|Carlos Camacho||Wunderman Thompson||ECD|
|Denise TEE||Wunderman Thompson||CD|
|Kiefer McKenzie||Wunderman Thompson||ACD|
|Chee Suphatanasilpa||Wunderman Thomspon||ACD|
|Paddy O'Mahoney||Wunderman Thompson||SCW|
|Hazel Chan||Wunderman Thompson||AD|
|Victoria Ng||Wunderman Thompson||CW jr|
Despite the warnings, people still forget to apply sunscreen while on the beach. Human Nature wanted us to find a way to promote their line of environmentally friendly sunscreen, while also delivering a message about sun safety. Our objective was to find a novel and friendly way of promoting sun safety to people on the beach, without any negative connotations. In the Philippines, the sun is constantly shining 365 days a year, therefore sun safety should be second nature. However, on beaches, some people still prefer to not to wear sunscreen.
Dog training first began six months before the activation. We picked the most common, approachable and friendly breeds to ensure that beachgoers were unperturbed when approached. The training required the dogs to identify the most common chemicals in most sunscreen brands. They were then taught to react when it was present and when it was not present by sitting or laying down. In terms of media, the majority of the campaign ran on Facebook and Instagram, and was supported by a microsite where people could learn more about our Beach Guardians. The activation began in March 2020 and ran for one month (pre-Covid). The Beach Guardians visited four beaches in total.