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Channel [V]: Dark Side of Tanning

Every summer, the Cancer Institute has a tough task – to remind young people of the importance of protecting their skin. They came to Channel [V] with a brief for us to create a relevant content piece four our audience, which tied in to music festivals as they occur during summer when youths are most at risk. This difficult message had to be communicated in a way that our audience would pay attention to. Our idea was to create a ‘Summer Festival Dress Code’, which would come to life in the form of a 15 sec live-action fashion look-book, showcasing each of the ‘five sun protection measures’. This spot won : -2012 Silver World Promax Awards - Art Direction -2012 Silver ANZ Promax Awards - Best PSA