Sun Look: T-Shirts with sun alert

SUN ALERT

Situation: It’s time for open air festivals: every year, cheerful vibes, good music, and sunshine allow everyone to forget their worries – and their sun blocker. How do we make the visitors of open air festivals in Switzerland aware of the importance of UV protection – before the sunburn?

Idea: The idea is to distribute T-Shirts with a built in sun alert. This alert is triggered as soon as the T-Shirt is exposed to UV rays. Thereby the persons wearing the T-Shirts and the people around them are alerted - early enough, and in a surprising manner.

Execution: The secret is UV-sensitive paint: the invisible “Sun alert” imprint on the T-Shirts turns red instantly as soon as it is touched by sunlight. The importance of early sun protection becomes obvious. If the sunlight is really intensive, the imprint appears in a burning lobster-red. It fades with decreasing UV intensity, and completely disappears when there is no UV light. Promoters distributed the T-Shirts together with Sun Look sun blocker samples to festival visitors.

Result: The promotion attracted attention and was not only a topic for conversation, but also gave opportunity for some flirting. The T-Shirts were very popular at open air festivals and out of stock in the shortest amount of time.

Advertising Agency: Advico Young & Rubicam, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Creative Director: Thomas Engeli
Art Director: Oliver Glutz von Blotzheim
Copywriter: Patrick Bucher
Design: Joelle Hauser
Consultant: Susan Baumgartner
Promotion: Pamela Gemperli
Published: August 2011

7 comments

kleenex's picture
kleenex
32004 pencils

nice idea.

VGreg's picture
VGreg
18 pencils

Smart!!

NicoCiego's picture
NicoCiego
1035 pencils

I want to know how to make that paint, or at least where to buy some. 0_o

Prasad Weerasekara's picture
Prasad Weerasekara
638 pencils

I like it..

Karelgp's picture
Karelgp
123 pencils

Buena interacción y se entiende claramente la idea.

raulbanderas's picture
raulbanderas
357 pencils

cool

Jexep's picture
Jexep
182 pencils

Great way to trigger the needs of using the products!

my marketing blog (Thai Language): http://jexep.net

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