Summer's Most Dangerous Destination

Creative idea

The Cancer Foundation Finland and ACO skincare created a campaign that turned sun protection into a double take. At first glance, the image shows a tropical island. Look closer: the island is a cancerous mole on human skin, surrounded by denim instead of sea. The line “Summer’s most dangerous destination” reframed tanning as the risk. But the idea went beyond the image. Our DOOH screens connected to real-time UV data. When the UV Index passed 3 – the official threshold for protection – the ads activated and shifted colour according to the official UV scale, turning outdoor ads into a warning system.

Brand name: The Cancer Foundation Finland
Advertiser / client: The Cancer Foundation Finland
Product / service: The Cancer Foundation Finland
Campaign name: Summer's Most Dangerous Destination
Agency network: INDEPENDENT AGENCY
Agency: N2 Creative, Helsinki
Media agency: JCD
Production company: N2 Studio
Web address: https://syopasaatio.fi/syopasaation-aurinkokampanja/
Creative director: Laura Tohtua
Art director: Oona Sundell
Copywriter: Tuuli Linna
Account director (agency): Laura Lybeck
Client account director: Anu Koikkalainen
Media director: Heli Ronkainen
Photographer: Aleksi Koskinen
Additional company: Image editing: Kasimir Häiväoja, FLC Stylist: Susanna Vento Makeup: Anna Mannila Model: Maiju Laaksalo Interactive DOOH: Sampo Pihlaja, Inuits