Have you every wondered how cool the-21st-century ad will look like? Then this advertising DDB Brazil the right example. The print has guerrilla affect and it is great insert. The target market are women who love sun, but also care about their skin and women who enjoy Brazilian beaches.  I like the concept, but…. It requires the light exposure, which is extra activity for consumer and very doubtful because today’s consumer is fast moving. 

Read the brief and make your own judgments. 

Sundown Solar Protection: an ad that reacts under the sun just as your skin would. Magazine insert that invites the reader to discover an image that shows who uses and who doesn’t use Sundown. When exposing the insert to the light (UVB rays), the man, that apparently doesn’t use the product, becomes very red, while the woman, with Sundown in her purse and on her body, maintains a sun tan. The redness ceases once the image is taken away from the light. 

The credits go to:

Agency: DDB Brazil 
Title of Ad: Sob o Sol 
Client: Sundown Protetor Solar 
Date of 1st Appearance: February 11th 
Creative Director: Rodrigo Almeida, Renata Florio, Júlio Andery, Rodolfo Sampaio, Sérgio Valente 
Copywriter: Geraldo Gonçalves 
Art Director: Markus Correa 
Photographer: Rodrigo Ribeiro; Sérgio Prado 
Account Supervisor: Gabriela Guzzardi, Michelle Martins e Ricardo Zanella 
Account Director: André Silveira 
Advertiser’s Supervisor: Duda Kertesz e Marcelo Scatolini

The example of the print. 

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