Title	THE HUMAN CLOCK
Brand	GALDERMA
Product/Service	DAYLONG
Category	D04. LIVE ADVERTISING & EVENTS
Entrant Company	BOONDOGGLE Amsterdam, THE NETHERLANDS
Advertising Agency	BOONDOGGLE Amsterdam, THE NETHERLANDS
Production Company	AKTIVA EVENT Bromma, SWEDEN

Execution

Sweden has one of the highest rates of skin cancer in the world. Almost 40,000 people a year suffer from some form of skin cancer, even though many use sunscreen when on vacation. The problem is that they don’t protect their skin in everyday situations – especially after a long, dark winter. That’s why sunscreen brand Daylong by Galderma wanted to show Swedes the importance of protecting their skin ALL day long. So, on Saturday June 28, at the eve of their summer vacation, we created a unique 'human clock'. Lying on Stockholm’s busy Norrmalmstorg, near-naked professional dancers arranged themselves as a 'digital readout'. Their carefully choreographed routine accurately told the time to passersby and alerted them it was high time they protected their skin. And protected with Daylong sunscreen, they were able to perform in our living billboard all day long. Drawing huge crowds and lots of media attention, our stunt allowed us to get across our important message as well as help launch the Daylong brand to the Swedish public.