Skin cancer: Towel

Nice Idea. But is it an ambient? or a premium given out to people on the beach? Cause the lady in the picture dosent help. It looks like its hers, and if she lays on it then I don't see the point.

In that case, if anyone lays on it,
no one will see the message unless from a top view.
Anyone can fly on the beach?

I agree....you can still read the ad. even if you see a little; that should pique your interest
enough to take a closer look (when the person is off the towel, that is).

There are two different types of people who get attention. The ones who are loud and those who simply say things in an intelligent and soft spoken manner. This ad is not the latter. It tries too hard.

Geez, people.
This is just one picture of a bigger thing. There where tons of those towels laid out on the beaches and they where accompanied by paintings (where the color would fall off through sunlight) on houses close on the street.
Regarding "Trying too hard": the whole thing proved very effective for the client.

If you wanna see all of it, check out an old Cannes annual from 2001 - it won there.

And the age of it is propably the reason why JB think it´s loud - back in 2001 you had to shock people if you where doing social ad´s. Otherwise people wouldnt have listened.
Makes me wonder if the opinions written here would be different if all the awards it won where written underneath...

rawr

I think the towel is great. I want one. Very powerful message without getting preachy. Clear and to the point

This ad is great.

I LIKE PIE