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it's great outdoors
CREATIVE PLATFORM CONCEPT, ART DIRECTION, DESIGN
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The great outdoors are great for one simple reason:
That’s where the sun is.
Coppertone was once a loved icon, and while today the brand is known, it’s no longer loved.
Our campaign objective was to steal back market share and create relevance. Be unexpected, break out of predictable notions of sun. Rebuild Coppertone as a new icon by being a beacon of action that positively impacts people's lives.
Napping?
Reading?
Eating?
Every ordinary activity becomes the highlight of your day if you just do it outside. The outdoors turn the ordinary into the extraordinary.
Rather than portraying passive recreation, the art direction and creative throughout this campaign uses a POV that champions the sun. It is a call to action to get people outside.
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