Audiovisual, RSI, Strategy
BRIEF
With the arrival of the first rays of sun and good weather, swimming pools and beaches become real battlefields where millions of young people – moved by their most primitive instinct – are ready to spend hours and hours lying on their towels; exposing themselves to the sun without any protection.
IDEA
It is not until the moment when all of them are transformed into real walking tomatoes, when they really realize that they should have applied some kind of preventive measure against solar radiation.
Based on this reality, #TOMATELOENSERIO is born. A clear message of awareness that seeks to connect with young people through a fun and close tone. A direct call for attention, appealing to a situation that so many of them continue to experience day after day, in their own skins.
