The David Cornfield Melanoma Fund Ambient, Viral Dots on a Mountain by ThreeTimesThree

Dots on a Mountain

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Industry Charities, Foundations, Volunteers
Media Ambient, Viral
Market Canada
Agency ThreeTimesThree
Creative Director Craig Markou
Photographer Wade Makarus
Typographer Mark Tawse-Smith
Released February 2013

Credits & Description

Advertiser: THE DAVID CORNFIELD MELANOMA FUND
Agency: THREETIMESTHREE
Category: Stunts & Live Advertising
Chief Creative Officer: Craig Markou
Planner: Craig Markou
Typographer: Craig Markou
Account Supervisor: Craig Markou
Advertiser's Supervisor: Craig Markou
Executive Creative Director: Craig Markou
Illustrator: Craig Markou
Producer: Craig Markou
Advertiser's Supervisor: Mark Tawse-Smith
Producer: Mark Tawse-Smith
Art Buyer: Mark Tawse-Smith
Chief Creative Officer: Mark Tawse-Smith
Photographer: Mark Tawse-Smith
Art Director: Wade Makarus
Copywriter: Wade Makarus
Illustrator: Wade Makarus
Advertiser's Supervisor: Wade Makarus
Art Buyer: Wade Makarus
Chief Creative Officer: Wade Makarus
Producer: Wade Makarus
Typographer: Wade Makarus
Art Buyer: Craig Markou
Photographer: Craig Markou
Account Manager: Mark Tawse-Smith
Account Supervisor: Mark Tawse-Smith
Art Director: Mark Tawse-Smith
Copywriter: Mark Tawse-Smith
Creative Director: Mark Tawse-Smith
Executive Creative Director: Mark Tawse-Smith
Illustrator: Mark Tawse-Smith
Account Manager: Craig Markou
Art Director: Craig Markou
Copywriter: Craig Markou
Creative Director: Craig Markou
Account Manager: Wade Makarus
Planner: Wade Makarus
Planner: Mark Tawse-Smith
Typographer: Mark Tawse-Smith
Account Supervisor: Wade Makarus
Creative Director: Wade Makarus
Executive Creative Director: Wade Makarus
Photographer: Wade Makarus

Ambient Execution Description
The David Cornfield Melanoma Fund wanted to generate awareness of the dangers of sun exposure in the winter and ultimately make Melanoma disappear forever. Starting at dawn, we covered the main ski run at Blue Mountain Resort with giant polka dots made from food colouring. The polka dots are a campaign branding device created by the agency, which represent the cancerous moles associated with Melanoma. As the day progressed, skiers completed the concept of making Melanoma disappear by erasing the dots as they skied down the mountain. The polka dots led skiers to right to our Melanoma Base Camp where they received sunscreen, lip balm and informational brochures. Canadian Olympic Skiers, Julia Murray and Davey Barr were on hand for pictures and autograph sessions.27,400 weekend skiers were exposed to our Base Camp execution and thousands more through Twitter and Facebook.