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Shining a light on sensitive sun protection with extraordinary, everyday Australians.

French dermo-cosmetic company Avène are beloved all over the world for their products, specifically formulated to soothe and protect sensitive skin. We were engaged to create a launch campaign for their new sunscreen range in Australia – one that cut-through an incredibly competitive market of tried, trusted and long-established brands. As skin damage caused by sun exposure is an especially important topic in Australia, our target audience was indefinably wide-ranging. We embraced this challenge by creating a striking key visual using raw close-ups of real and diverse people – emphasising the message that everyone is susceptible to sun damage. Along with our everyday Australians, we also engaged humanitarian, athlete and author Turia Pitt as the Sunsitive ambassador. We took great care to ensure that the campaign capitalised on her incredible influence in a positive and authentic way.


Facebook impressions


Instagram likes on Turia Pitt’s #Sunsitive post


Competition entries

Testimonials told the stories of each ambassador’s unique relationship to the sun.

Every touchpoint of this campaign dispelled common stereotypes and myths around sun sensitivity, spreading disruptive awareness for sun protection leading into the summer period. The hashtag #Sunsitive was the tagline for all channels, encouraging our target market to continue the conversation and generate their own online content.

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