Lying in the sun around the middle of the day is dangerous. Most people are aware of the fact but still underestimate the risk. In order to make people aware of the dangers of skin cancer, they carried out an unusual operation. On the hottest day in July, they went into Zurich’s biggest park and hung tags with the words “Sun kills” around the toes of anyone they found sleeping in the sun, turning the place into the world’s largest morgue. The campaign generated a lot of feedback and several newspapers ran stories about it.

Advertising Agency: Wirz/BBDO, Zurich, Switzerland
Creative Director: Matthias Freuler
Art Director: Kim Sokola
Copywriter: Tom Zürcher