Cannes Contenders: Ogilvy Sydney

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How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Ogilvy Sydney

A staggering 79% of cancers in Australia are caused by the sun’s ultra-violet rays. However, many Australians still fail to protect themselves against the harsh Aussie sun. Ogilvy’s primary objective was to raise awareness of this fact and encourage Sydney beachgoers to take adequate steps to protect themselves from the sun, while also driving trial of the SunSense sunscreen. To get the message across, Ogilvy built a sculpture during one’s of Sydney’s biggest festivals right on Tamarama Beach where the target audience were sunbaking and where Ogilvy’s idea would be most thought provoking.