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Vaseline: Sun Warnings - Road
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In Thailand, people put so much effort and importance to their skin that they wouldn’t want to get exposed to the sun without putting on sunscreen during the day, be it on the beaches or in the cities. Thais are well aware of the danger of the sun, from severe burns to skin cancer. But only 14.3% of them know that the sun is also dangerous at sunrise and sunset. The truth is that the sun emits UV rays outside of peak daylight hours, even as early as 6-8 a.m. and as late as 4-6 pm. Therefore, it was important to convey the need to wear sunscreen in the early morning and evening hours to protect your skin from the damaging effects of the sun. But how can Vaseline, the undisputed leader of skincare in Thailand, protect their consumers and have them live without limits whilst warning them of this danger? By flipping the visual representation of this danger on its head. Ogilvy Singapore and Vaseline turned every sunset and sunrise of Thailand into a billboard, transforming them into the universal warning sign, the “!”
Worldwide Managing Director – David Dahan Related |
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