HUMAN MEAT by Momentum Ogilvy & Mather Lima for Bahia Sunblock

HUMAN MEAT

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Industry Skin Care
Media Design & Branding
Market Peru
Agency Momentum Ogilvy & Mather Lima
Creative Director Aldo Canchaya
Art Director Patricia Kishimoto
Copywriter Giuliana Paz
Producer Gustavo Vía Y Rada, Valerie Velit
Photographer Zul Studio
Account Supervisor Carolina Salazar
Released January 2012

Credits & Description

Category: Temporary Retail
Advertiser: BAHÍA
Product/Service: SUNBLOCK
Agency: OGILVY PERU
Creative Director: Aldo Canchaya (Ogilvy Peru)
Copywriter: Giuliana Paz (Ogilvy Peru)
Art Director: Patricia Kishimoto (Ogilvy Peru)
Account Manager: Úrsula Canchaya (Ogilvy Peru)
Account Supervisor: Carolina Salazar (Ogilvy Peru)
Agency Producer: Carla Chuiman (Ogilvy Perú)
Producer: Gustavo Vía Y Rada (Ogilvy Perú)
Producer: Valerie Velit (Ogilvy Perú)
Retoucher: Dayana Elgueda (Ogilvy Perú)
Photographer: Zul Studio (Zul Studio)
Media placement: Outdoor - Ambient - January 2012

Describe the brief from the client
Ultraviolet rays levels are raising each year, although lots of people don’t become aware of the consequences of sunburn.

The client needs to make people aware of the dangers of sunburn and use Bahia Sunblock.

Describe the challenges and key objectives
Encourage people to use Bahia Sunblock when sunbathing to protect themselves.

Describe how you arrived at the final design
We put sunbeds as grills, simulating that the person sunbathing is cooking his skin because of the lack of sunblock.

Give some indication of how successful the outcome was in the market
- We reach over 250,000 people
- More than 250,000 people told other people about the action: word of mouth generated high brand recall
- Create new media advertising and generate high brand exposure.
- More people recognised the danger of sunbathing without protect themselves.
- Bahia Sunblock increased sales by 240%