On A Bright Peruvian Highway, Hot Sun in Your Face
Welcome to the Sunblocked Billboards
Read this title as though its the opening lyrics from the Eagles Hotel California.
On A Bright Peruvian Highway, Hot Sun in Your Face. Welcome to the Sunblocked Billboards
Imagine it’s summer time. Take the busiest highway along the coastline to the count of 1.6 million vehicles, a dedicated ad agency, its client, Liga Contra el Cáncer (The League Against Cancer) and 21 OOH advertisers with the common concern to fight and raise awareness about skin cancer; a great creative idea comes fore.
Paint the faces on all the billboards along the road with sunblock.
It’s a unique campaign we have never heard of before, especially the success of mobilizing 21 brands to agree to allowing the addition of sunblock to their creative. The cooperation, particularly among competitive brands, though for a legitimate social purpose, is pretty amazing. Congrats to the sales team that had to work that out!
The country is Peru, which ranks first in the world in ultraviolet radiation. The agency, McCann Lima. The initiative, #YoUsoBloqueador (#IUseSunblock). The client, Liga Contra el Cáncer
The supporting brands: