Title	THE TWINBRERO
Brand	DANISH CANCER SOCIETY & TRYGFONDEN
Product/Service	FIGHT AGAINST CANCER
Category	B01. Education & Awareness
Entrant Company	HJALTELIN STAHL Copenhagen, DENMARK
Advertising Agency	HJALTELIN STAHL Copenhagen, DENMARK

Name	Company	Position
Karl Alexander Veng	Hjaltelin Stahl	Art Director
Rasmus Gottliebsen	Hjaltelin Stahl	Creative Director
Henriette Keyper	Hjaltelin Stahl	Project Manager
Mette Hørdum	Hjaltelin Stahl	Account Manager

The Brief

The goal of the Twinbrero is to make it fun and social for the Danes to be in the shade. The target audience is all the sun lovers of Denmark that stay in the sun for too long without a care. The Danes are spending as much time as they can in the sun when it finally arrives, which increases the risk of getting skin cancer. The thoughtful Danes who stay in the shade might become lonely - the Twinbrero changes that.

Creative Execution

The Twinbrero was used by Danish Cancer Society at various events during the summer of 2015 to promote (fun and social ) sun protection and to activate people, by making it possible to try it on. The strength of the idea is that is changes the perception of shade to being something fun and social instead of cold and lonely - exactly the kind of change we need to promote sun safety.

Change of perception: With the Twinbrero the shade is fun and social. It is a way to make people reflect on their habits of spending to much time in the sun. Pictures of pairs using the Twinbrero were shared on social media like Instagram. The campaign was more focused on changing behaviour than raising money.

The creatives were given the question: How can we make the shade a more social and attractive place? The Twinbrero is fun and social! It's a thing you do in pairs, which makes it social, and its keeps the sun off your skin, so wearing it is the ultimate sun protection. It activates people in pairs to try it on and its uniqueness makes people want to tell their friends about it. The Twinbrero can save lives - two at a time.