Draftfcb in London have launched a sun safety campaign for NIVEA SUN supporting Cancer Research UK, with a print campaign inspired by the traditional British seaside holiday.
The press campaign delivers memorable, credible and trusted advice to the British public in a charming and engaging way by using an illustrative route, chosen to appeal to mums with young children. It features a central sun character wearing a traditional ‘Kiss Me Quick’ boater with copy adapted from the well-known musical number, “The Sun Has Got His Hat On.”
The illustrations draw inspiration from the holiday scenes of Donald McGill’s vintage seaside postcards and are set with the backdrop of Blackpool beach; a park; and a family garden.
The campaign intends to increase awareness of three simple measures to enjoy the sun safely: when the sun is strong, use an ice cream scoop of SPF 15+ sunscreen and reapply regularly; cover up with suitable clothing, for example a wide-brimmed hat, t-shirt and sunglasses; and spend some time in the shade when the sun is particularly strong between 11am and 3pm.
Alistair Ross, Draftfcb London’s head of creative commented, “The campaign taps into the nostalgia of quintessential British summertime to help deliver the message that our audience need to take as much care in the UK as they would abroad.”
Client: Graham Taylor
Copywriter: Andy Brown
Art director: Steve Waring
Planner: Shula Sinclair
Media agency: Carat
Media planner: Hannah Caine
Illustrator: Stephen Gilpin