Title	THE FLYING TOAST
Brand	LEO PHARMA & EUROPEAN SKIN CANCER FOUNDATION
Product/Service	EDUCATIONAL AWARENESS CAMPAIGN
Category	D02. Use of Ambient Outdoor
Entrant	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Idea Creation	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Production	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY

Name	Company	Position
Jana Apostolopulu	PINK CARROTS Communications GmbH GWA	Chief Creative Officer
Briana Bolger-Schuth	PINK CARROTS Communications GmbH GWA	Creative Director
Thomas Reusch	PINK CARROTS Communications GmbH GWA	Senior Art Director
Harald Schumacher	PINK CARROTS Communications GmbH GWA	Senior Art Director
Isabel Klempa	PINK CARROTS Communications GmbH GWA	Senior Copywriter
Aleksandra Hertzog	PINK CARROTS Communications GmbH GWA	Senior Copywriter
Max Damm	PINK CARROTS Communications GmbH GWA	Copywriter
Andreas Horx	PINK CARROTS Communications GmbH GWA	Chief Operating Officer
Claudia Wilke	PINK CARROTS Communications GmbH GWA	Head of Healthcare
Alessa Callenberg	PINK CARROTS Communications GmbH GWA	Senior Account Manager

Brief Explanation

The challenge was to raise new awareness for our ongoing educational skin cancer campaign, in which the hero is as sensitive to burns as our skin: a piece of toast. The idea: Because shade won’t come find people, we created a flying mobile shade unit that provides a momentary break from the sun, while reminding them of their need to protect themselves before their skin gets damaged. Sunbathers were engaged in a dialogue about skin cancer prevention. By surprising people directly where the problem occurs, we reactivated our nationwide integrated campaign. It was welcomed by dermatologists as it helped to increase awareness for the importance of skin cancer screenings.