F.Y.I.

La Roche-Posay and Dentsu Creative roll out sun-smart campaign

Dentsu Creative and dermatology brand La Roche-Posay have joined forces for a new sun-smart campaign.

The announcement:

Number one dermatologist recommended brand, La Roche-Posay has partnered with Dentsu Creative to remind Australians to always practice sun safety and make skin checks a part of a regular health routine as “Your skin remembers harmful UV exposure that adds up over time”.

The public health awareness campaign launched this month as part of La Roche-Posay’s commitment to early detection of skin cancer through regular skin checks with charity partner Skin Check Champions in the lead-up to National Skin Cancer Action Week from November 20 to November 26.

Sarah McGregor, Dentsu Creative executive creative director, said: “Our campaign is a reminder to all Australians to get their skin checked. It demonstrates all the everyday, UV exposure moments that you may have forgotten but ‘Your Skin Remembers’. We are so proud to have partnered with La Roche-Posay on such an important message. It aligns beautifully with Dentsu Creative’s commitment
to creating work that is good for people, good for society and good for business.”

La Roche-Posay marketing director, Amélie Lacan said “We know that Australia experiences some of the highest rates of skin cancer worldwide and La Roche-Posay are on a mission to conduct 1,000 skin checks at the iconic Bondi Beach during National Skin Cancer Action Week, plus more over the year at various locations. Dentsu Creative’s understanding of why sun safety is an important message for all Australians, and their ideas of how to get cut-through in a busy and cluttered media landscape will help elevate the educational work we have already been doing in this space as the months warm up.”

The campaign is running across SVOD, digital display, out of home print and social media, all driving to a Lac Roche-Posay landing page.

Dentsu Creative won the competitive pitch for the campaign, run by La Roche-Posay, part of parent company L’Oréal, in August.

The launch of the campaign follows on from Dentsu Creative being announced as RMIT University’s new creative agency partner for APAC, Vicinity Centres and the appointment of Ben Coulson as Dentsu Creative chief creative officer ANZ & Katie Firth as Melbourne managing director.

CREDITS:

CLIENT: LA ROCHE-POSAY – L’ORÉAL

• Amélie Lacan – Marketing Director – La Roche-Posay
• Holly Roach – Marketing Manager – La Roche-Posay
• Priya Bhatti – Brand Manager – La Roche-Posay

CREATIVE DEVELOPMENT: DENTSU CREATIVE

• Mandie Van Der Merwe & Avish Gordhan – Chief Creative Officers
• Sarah McGregor – Executive Creative Director
• Leighton Howindt – Copywriter
• Lilly Wollmering – Art Director
• Tom Pearce – Producer
• Nat Kuznetsova – Strategy Partner
• Paul Isbell – Strategy Partner – Social & Content
• Hayden Isaacs – Managing Partner
• Adrian Harris – Account Director
• Anna Devine – Senior Account Manager

PRODUCTION: The Kitchen Creative

• Shannon Stoddart – Managing Director
• Photographer: Tim Swallow
• Head of Produciton / Producer: Manuela Leigh
• Stylist: Emily Gibbs
• Editor: Shaun Sprowles, Capture Lab
• Retouching: Michele Mielniczuck, Capture Lab

PR: Cassette

ACTIVATIONS: PIM

Source: Dentsu

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