Problem:
COVID-19 could be controlled in 1-2 months if everybody wore masks, but with summer at its peak, many refuse to wear them.

Insight:
You can tell who’s wearing a mask outside by the tan lines on their faces.

Goal:
What can a skin protection brand like Hawaiian Tropic do stand out in their category by leveraging this insight?

Hawaiian Tropic is a skin protection brand, that's why it makes sense for them to reach out to consumers about protecting themselves and their community against Covid-19.

When we praise this sun mark, we define what it symbolizes and we can reward people for reflecting the change we need

This spec campaign displays how brands can take advantage of a very simple insight by making work that helps them stand out in their category, even in our current times.

In just one week this print and others in its series has generated over 12,500 impressions, and 200 interaction on LinkedIn.