Aecc (Spanish Association Against Cancer) Promo, Case study SOLAR POST by McCann Madrid

SOLAR POST

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Industry Against Cancer
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Executive Creative Director Ricard Figueras, Monica Moro
Art Director Santiago Lucero, Leandro Raposo, Pablo Stricker, Pablo Colonnese, Rafa Quilez
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AECC
Product/Service: THE SPANISH CANCER RESEARCH ASSOCIATION
Agency: McCANN ERICKSON
Date of First Appearance: Apr 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)
Creative Director: Pablo Colonnese (McCann Erickson)
Art Director: Pablo Colonnese/Rafa Quilez (McCann Erickson)
Account Team: Angeles Porcel/Rosa Santamaria (McCann Erickson)
Production Company: - (Mandarina Films)
Media placement: Outdoor - Beach - 1 April 2011

Insights, Strategy & the Idea
Campaign Objectives: avoid exposure to the sun in the middle of the day (from 12 noon to 4 pm).

Justification of the target and campaign objectives
a. The audience this communication is targeting is the general public; everyone should take steps to protect his/her skin in the sun.
b. We chose this medium because the target is in his/her place of leisure, so the message comes across with more impact.

Creative Execution
We had to focus on places for exposure to the sun: swimming-pools, beaches and children’s playgrounds and we had to make the communication surprising.
d. In this case, the message comes from the very element we have to protect against: the sun. It is the shadow it casts in the middle of the day that will bring out the protection message.

Results and Effectiveness
Not measurable yet.