The Eurovision song contest is one of the the biggest musical events in the world. In fact, it draws crowds three times the size of the Super Bowl. This year, it’s taking place in sunny Tel Aviv - a place where the skies are blue and the beaches are blazing hot. Tourists love it, but often abuse it – incurring in the process bright red skin and often third degree burns which might just make their stay less pleasant.

To make sure the music-loving, party-going, Eurovision-crazed tourists make the most of their stay, Super-Pharm’s Life Sun brand and BBR Saatchi & Saatchi have initiated a safe tanning campaign that includes posters and live beach activations. The message was simple: “The Israeli Sun is not Your Sun” – and to drive the message home and make absolutely sure they were not misunderstood, tailored executions have been created for multiple countries.