Johnson & Johnson
About the project
Piz Buin® UK, the sunscreen brand of Johnson & Johnson, launched an OOH campaign highlighting the dangers of UV light, with the ad changing from day to night.
The campaign highlighted the dangers of UV light, with the ad changing from day to night, using UV lighting to demonstrate the damage the sun can cause to unprotected skin.
Placed in Southwark, London, the billboard uses overhead lighting with special bulbs to activate the night UV print. As the sun sets over London, the model’s skin suddenly shows the effect of too much sun, and new messaging appears, with the primary ‘Get it On’ strapline changing to ‘Should’ve Got it On’.
The printed copy is overlaid with clear UV paint in a stencil application so it is undetectable during the day. Once the overhead UV lights come on at night, the UV paint becomes visible.
Wesley Lyne, Head of Design and Production at Johnson & Johnson Limited, comments: “The creative idea was born out of a simple insight: many of us apply inadequate amounts of sun cream during the day, only to realize at night that maybe we didn’t protect ourselves as well as we could.
“A lot of people don’t know how to apply sun cream properly, which is why we are educating users in the overall campaign on the ‘2-2-2’ application guidelines. Two tablespoons, applied two times before going out and every two hours whilst out. We wanted to get the message across in an impactful and purposeful manner.”
Billboard copy by day
Billboard copy by night
The billboard forms part of the wider Piz Buin® ‘Get it On’ campaign, which encourages shoppers to ‘Practice Safer Sun’ and is the brand’s first major UK above-the-line campaign in more than five years.
In addition to the UV-sensitive billboard, other activations include: paid social, YouTube, and Amazon media, ‘holiday scented’ trays in Superdrug stores, and content partnerships with radio and TV presenter Yinka Bokinni and sex and relationships coach Charlene Douglas.