| Title | CLOUDSCREEN |
| Brand | NEUTROGENA SINGAPORE |
| Product/Service | SUNSCREEN |
| Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
DDB Brussels |
|
| Tim Arts |
DDB Brussels |
Art Director |
| Stefan Van Den Boogaard |
DDB BRUSSELS |
Copywriter |
| Dominique Poncin |
Ddb Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Michael D'hooge |
DDB Brussels |
Content/Insight Planner |
| Geert Desager |
Ddb Brussels |
Head Of Digital |
| Maarten Breda |
DDB Brussels |
Experience Architect |
| Andreea Buescu |
DDB Brussels |
Web Design Lead |
| Ben Heip |
DDB Brussels |
Graphic Designer |
| Christophe Gesquière |
DDB Brussels |
Web Development |
| Kim Das |
DDB Singapore |
Global Business Director/President Director/President Emerging Markets |
| Naiyen Wang |
DDB Singapore |
Regional Business Director |
| Vivian Zahringer |
DDB Singapore |
Associate Account Director |
The Brief
Make people in Singapore aware that even when it’s cloudy, they still have to wear sunscreen to protect them against dangerous UV-rays.
The target group are working women in Singapore who are rigorous about their whitening routine and will not go out under the sun without applying sun-protection. They understand that exposing their skin to the sun is possibly health damaging, but they don't realize that UV rays also attack their skin on cloudy days.
Creative Execution
Saying ‘wear sunscreen on cloudy days’ might sound absurd, so instead of trying to make people use sunscreen through another awareness campaign, we invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days.
The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product. By launching this ‘new’ product we woke up people and have them realize that it is necessary to use sunscreen, even when it is cloudy.
Describe the creative solution to the brief/objective.
Launching a campaign to have people use sunscreen on cloudy days might sound absurd. That is why we skipped traditional media and used the most powerful medium of Neutrogena: the products itself. We invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days. The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days.
Results
Cloudscreen was launched as a test-case in selected pharmacies in Singapore. The batch was sold out within a week's time.
Since it was a test-case, there are no further significant figures. We can only say that the Facebook post generated 300% more likes and comments than other Neutrogena posts, it was also picked up by international health blogs.