Sunday, May 10, 2009

Sundown Solar Protection - Reaction

An ad that reacts under the sun just as your skin would.
In order to advertise the brand, the agency designed this magazine insert that invites the reader to discover an image that shows who uses and who doesn't use Sundown. When exposing the insert to the light (UVB rays), the man, that apparently doesn't use the product, becomes very red, while the woman, with Sundown in her purse and on her body, maintains a sun tan. The redness ceases once the image is taken away from the light.

(Un anuncio que reacciona bajo el sol tal y como lo haría tu piel.
Para promocionar la marca, la agencia diseñó este encarte para revista que invita al lector a descubrir una imagen que muestra quien utiliza Sundown y quien no. Al exponer el encarte a la luz solar (rayos UVB), la piel del hombre, que aparentemente no utiliza el producto, se enrojece, mientras que la mujer, que si utiliza el producto y en cuyo bolso podemos ver Sundown, mantiene el moreno. El enrojecimiento cesa una vez que se retira la imagen de la luz.


Copy: "Expose the image to the sun and discover who uses Sundown and who doesn't use it."
(Expón la imagen al sol y descubre quien usa Sundown y quien no)



Agency: DDB Brazil
Creative Directors: Rodrigo Almeida, Renata Florio, Júlio Andery, Rodolfo Sampaio & Sérgio Valente
Copywriter: Geraldo Gonçalves
Art Director: Markus Correa
Photographers: Rodrigo Ribeiro & Sérgio Prado

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