In Brazil, sunscreen brands are all about creating advertising that goes above and beyond in offering you protection.
This case study for Sol de Janeiro showcases a campaign from Ogilvy Rio in which 450 tattoo artists were trained to check their customers for signs of skin cancer. That follows last week's magazine ad from Nivea and FCB São Paolo, which included a removable child-tracking bracelet to help beachgoers from losing their kids.
The Sol de Janeiro work, which relied on lectures from an oncologist, is a smart if narrowly targeted way to raise awareness and signal the brand's devotion to the cause. And for what it's worth, some of the artists have already pointed their clients toward dermatologists, according to the video.
It's also a way better idea than any campaign that encourages consumers to actually get branded tattoos.
