SUN TATTOO by DDB Sao Paulo for Sundown

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SUN TATTOO

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Andre Pedroso, Sergio Valente, Joao Carlos Mosterio, Daniel Bottas
Art Director Flavio Pina
Copywriter Ricardo Salgado
Photographer Thiago Justo
Released January 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: JOHNSON & JOHNSON / SUNDOWN
Product/Service: SUNSCREENS
Agency: DDB BRASIL
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Creative Director: Daniel Bottas (DDB Brasil)
Art Director: Flavio Pina (DDB Brasil)
Copywriter: Ricardo Salgado (DDB Brasil)
Photographer: Thiago Justo
Media placement: Tattoo Sticker - Distributed in beaches - 10/01/2010

Describe the objective of the promotion.
Promote Sundown line of sunscreen lotions in a differentiated and inexpensive way.

Describe how the promotion developed from concept to implementation
To implement the action, promoters distributed thousands of special stickers throughout beaches in Brazil. After a few hours of sun, they left marks on people’s skins in the shape of a sun tattoo.

Describe the success of the promotion with both client and consumer including some quantifiable results
The stickers created a new fashion in Brazilian beaches. During all summer, thousands of women and children enjoyed the sun with Sundown’s protection, having fun and showing off their sun tattoos.

Explain why the method of promotion was most relevant to the product or service
Sundown sunscreen lotions are meant to enable people to have fun in the sun. And the action reinforced this brand message. The stickers invited people to enjoy the sun as long as their skin was protected with Sundown.