Banana Boat and J Walter Thompson Sydney have launched a children's book as part of a sun education campaign.
J Walter Thompson Sydney, H+K Strategies and Banana Boat have teamed up to create a children's book with a twist.
The book is aimed at educating families on how to protect themselves in the sun, but it can only be read in the sun with the ink being UV activated.
The ‘Sizzledodge’ campaign not only aims to build brand credibility but minimise the risk that consumers face by incorrect, or infrequent sunscreen application.
JWT group digital creative director Jay Morgan says: “We know through research that while people know to wear sunscreen, they often don’t use the right amount and when to re-apply. We want to help educate families so that they can continue to have fun in the sun, but in a responsible way."
The book is being promoted through digital advertising and a partnership with Mamamia, where people can order limited editions of the book.
JWT ECD Simon Langley adds: “Delivering the message in an engaging fashion in line with the Banana Boat Brand positioning was key to ensuring both parents and kids alike pay attention. Therefore, we came up with the idea of an innovative book with a character that only appears when the book is taken outside. The campaign, the UV sensitive book and all its supporting elements, are the result of this strategy and the collaboration between our three agencies."
in the past, Banana Boat has been best known for its iconic 'Banana Boat' advertising jingle.
Edgewell Personal Care marketing director Rachel Pullicino says Banana Boat is always looking for ways to innovate.
“At Banana Boat, we are passionate about delivering high quality, effective sunscreen products to help Australian families enjoy more fun outdoors while protecting them from the sun. We take our role as educators on sun safety very seriously, and as a business are constantly looking for new and innovative ways to get the message across. We hope this book speaks to children’s imaginations, but also helps them and their families remember the fundamentals of sun protection," Pullicino says.
Credits:
Creative agency – J Walter Thompson Sydney
Executive Creative Director – Simon Langley
Group Digital Creative Director – Jay Morgan
Senior Art Director – Dylan Soopramania
Senior Writer – Steven Hey
Print Producer –Lil Davidson / Anastasia Nielsen /
Illustrator – David Follett
Strategic Planner – Carly Yanco
Group Account Director – Bruce Pywell
Account Manager – Alexandra Taurian
Social Media Manager – Michaela Upton
PR – H+K - Laura Barette
Digital – Webling
