To call attention to summer’s ultraviolet radiation hazard, McCann Lima for its client Liga Contra el Cancer (League Against Cancer) painted the billboards of Peru’s main road where millions of people travel from the capital to the coastline. It was a custom paint job integral to the #IUseSunblock initiative–specifically sunblock was used to paint the faces on the billboards of 21 brands that advertise on the Panamericana Sur.
“With this idea we would like to have kilometers of billboards calling people to protect themselves, so nobody can have excuses to forget to use sunblock as all the models show their skin protected. It was awesome to get tens of brands involved in an idea which has an important social purpose. It´s a way of saying that all of us have to be involved, that it´s a cross-sectional task; while letting brands to be meaningful in people´s lives,” said Christian Caldwell, chief creative officer of McCann Lima.
The initiative is laid out in this film directed by Maricio Hidalgo via Craft Peru.
#IUseSunblock has the support of Unique and the active participation of companies such as AFP Habitat, Banco Pichincha, Coca-Cola, Culqi, Diners Club, Entel, Euroamerican College, Ford, Glovo, Grupo Líder, Grupo Norte, Huggies, Inca Kola, Kativa, Kio, LOA, Magnesol, Pepsi, Ripley Smart Fit and Yape.
