LALCEC Film, Ambient SUNLIFEGUARDS MASTER by J. Walter Thompson Buenos Aires, Primo Buenos Aires

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SUNLIFEGUARDS MASTER

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Industry Public awareness, Against Cancer
Media Film, Ambient
Market Argentina
Agency J. Walter Thompson Buenos Aires
Director Sepia
Art Director Juan Lodola, Ezequiel Irureta
Copywriter Luciano Griessi, Sebastian Lombroni
Agency Primo Buenos Aires
Producer Victoria Piantini
Released May 2015

Awards

Cannes Lions, 2015
MEDIA USE OF MEDIA: USE OF AMBIENT MEDIA: LARGE SCALE BRONZE

Credits & Description

Title: SUN LIFEGUARDS
Media: Ambient
Agency: J Walter Thompson Argentina
Advertiser: LALCEC
Brand: L.A.L.C.E.C.
ECD: Anita Rios
Art Director: Juan Lodola/ Ezequiel Irureta
Copywriter: Sebastián Lombroni/ Luciano Griessi
Head of Production: Cosme Argerich
Agency Producer: Belén Solimano
Account Director: Ariel Traverso
Advertiser supervisro: Diego Paonessa
Production company: Primo Buenos Aires
Director: Sepia
Executive producer: Alejandro Di Michele
Producer: Victoria Piantini
Post production: Casa Kiev
Sound: Error Sound
The idea is based on an alarming fact: In Argentina, the number of deaths caused by skin cancer outnumbers by far the number of deaths caused by drowning.
And, if we have lifeguards to watch after us when we are bathing, why don´t we have anyone to watch after us when we are sun bathing?
That's how the Sun Lifeguards were born, a group of dermatologists created by LALCEC and J. Walter Thompson, who guarded and generated awareness amongst thousands of vacationers along the Argentinean coast.
From their watching towers installed facing the sand, where everyone is unaware of the dangers of the UV Rays, they watched out for everyone’s health . They also did free skin tests and indicated recommended UV protection by creating a code of pennants.