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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

FUN IN THE SUN

ClientJOHNSON & JOHNSON
CategoryA03. Viral Mobile & Messaging
TitleFUN IN THE SUN
Product/ServiceNEUTROGENA ULTRA SHEER
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE
Credits
Name Company Position
Jeff Cheong DDB Group Singapore Head of Tribal DDB Singapore / Executive Creative Director
Christopher Lim DDB Group Singapore Associate Creative Director
Chia Aik Beng DDB Group Singapore Photographer
Hebert Pradjaja DDB Group Singapore Junior Art Director
Yeo Wee Lee DDB Group Singapore Head of Technology
Michelle Lee DDB Group Singapore Senior Manager, Operations
Patsy Khoo DDB Group Singapore Senior Account Manager

Brief Explanation

Neutrogena Ultra Sheer gave three times longer protection against UVA radiation. But mainstream media was already filled with countless ads about sun protection. We found a fresh new medium: Instagram. Using the theme: ‘Let your skin have a little more fun in the sun’, we created the very first Instagram flashmob. 32 unbranded pictures were uploaded over 3 days. The hashtag #Neutrogena_Ultra_Sheer was then added to the pictures and users were treated to a big picture made up of the photos. The montage stayed online for 3 hours before disappearing. The campaign was well liked by the public and media.