Banana Boat launches sun-sensitive book by J. Walter Thompson
Banana Boat has released a children’s book featuring UV-activated ink, which reveals certain elements of the story and the main character, ‘The Sizzledodge’, when the novel is in the sun.
Created by J. Walter Thompson and H+K Strategies, ‘Colin Splodge and the Sizzledodge’ aims to educate families about sun protection in a light-hearted and interactive way.
The book was launched by actress and writer Madeleine West and tells the story of Colin Splodge, a young boy who goes on a trip to the beach with his family. The story only reveals the hero, ‘Sizzledodge’, when the the book is in the sun.
Simon Langley, creative director at J. Walter Thompson said the innovation was key to attracting parents and kids’ attention. “The campaign, the UV sensitive book and all its supporting elements, are the result of this strategy and the collaboration between our three agencies,” Langley added.
The campaign will be supported by a digital advertising campaign created by Webling and will also involve a partnership with Mamamia where people can order limited edition books.
Rachel Pullicino, marketing director at Edgewell Personal Care said the brand takes education seriously and is always looking for new ways to communicate sun-safe messages.
“We hope this book speaks to children’s imaginations, but also helps them and their families remember the fundamentals of sun protection,” Pullicino said.
Credits:
- 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 YancoGroup Account Director – Bruce Pywell
- Account Manager – Alexandra Taurian
- Social Media Manager – Michaela Upton
- PR – H+K – Laura Barette
- Digital – Webling
If the hero of the book only comes out when exposed to the sun, how is the book sending a message about the importance of sun protection?
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Another example of people finding a bad reason to use technology. If the brief was to get Australian kiddies to spend more time outdoors then sure. But given who the client is, surely it makes no sense to release a book that only activates when in sunlight. I mean really, WTF.
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lets not forget that a brand team shaped the creative development…………….. credit to them
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