Friends of Cancer Patients asked them to raise awareness about the risks of over-exposure to the sun, which causes skin cancer killing 20 people daily. They came up with an ambient idea to highlight this fact: 300 beach towels, shaped like coffins, were displayed around the beach and distributed among the public. The initial reaction of the beach goers was shock, followed by an instant appreciation of the gesture; many of them even asking for free sunscreen.
Advertising Agency: JWT, Dubai, United Arab Emirates
Executive Creative Director: Chafic Haddad
Art Director: Kedar Damle, Zeinoun Chamaa, Tarek Samaan
Copywriter: D V Hari Krishna
Account Supervisor: Prabhakar Iyer
Advertising Manager: Sawsan Al Madi
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