Sun Bum

This campaign focused on the relationship individuals have with sunburns and burnouts in life, with our fast-paced lives it is hard to maintain a healthy balance. Through this idea, we focused on how being out in nature and taking time to recenter and recharge is so important for people to avoid burnout, along with sunscreen that prevents one from sunburn. Going hand in hand the concept was to get people to not only avoid getting burnt from the sun, but also getting outside in the sun to avoid crashing from work responsibilities. The simplicity of protecting your skin and your well-being. With the copy, I kept a playful and witty tone that kept it lighthearted. As the copywriter in my team, I carried this tone throughout the campaign as well as helped in the concept building and art direction cohesiveness. Throughout the campaign, my two partners and I spent a lot of time focusing on new ways to reach the audience that is more engaging. With gamification, promotion of the brand, extensive research, and strategizing we fell in love with the project, as we hope you will!

Campaign Name: Save Your Bum.

Key Message: Save your bum from burns and burnouts.

Tagline: Save your bum.

Concept: Protect your skin and your well-being.

Target Audience: These individuals range in age from 25-35 years old and live in large cities in the Eastern United States. They lead very hectic lives between work and their social lives, and they are constantly on the go. They frequently feel as though they are running themselves into the ground with work and need a well-deserved break. They are nature lovers and adventure seekers, constantly waiting for time off to spend adventuring in the outdoors.

Role: Copywriter and concept generator with some aid in art direction of the campaign.