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T-Shirts with sun alert

Agency: 
Published/Aired: 
August 2011
Description: 

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.

SUN ALERT

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

Comments (7)

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Highest Rated

Jexep's picture
Jexep
Activity Score 182

Great way to trigger the needs of using the products!

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

kleenex's picture
kleenex
Activity Score 45439

nice idea.

VGreg's picture
VGreg
Activity Score 18

Smart!!

NicoCiego's picture
NicoCiego
Activity Score 1033

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

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

I like it..

Karelgp's picture
Karelgp
Activity Score 123

Buena interacción y se entiende claramente la idea.

raulbanderas's picture
raulbanderas
Activity Score 357

cool

Jexep's picture
Jexep
Activity Score 182

Great way to trigger the needs of using the products!

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

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