Sun Activated Coupon

Consumer Packaged Goods

2015

TBWAToronto

Company: TBWAToronto Executive Creative Direction: Allen Oke Creative Direction: Rodger Eyre, Gerald Kugler Art Direction: Ryan Speziale Copywriting: Luke Skinner Account Supervisor: Andrew Harris, Amanda Perri Account Executive: Milly Benko Content Director: David Quach Development: Jake Edur, Ani Swaminathan Creative Technologist: Troy Forster Agency Producer: Ella Gruber, Sophie Bennett, Kristina Rotolo Director of Digital & Social Strategy: Lucia Mancuso

Zealios is an extreme sunscreen loved by professional cyclists, and triathletes, but its following is very limited. It is expensive—though once people tried it they would be willing to pay for it, but that initial leap was prohibited by cost. We decided upon a coupon, but not just any old coupon. Our idea was to put a coupon on their devices, the world’s first sun-activated coupon that could only be redeemed when training outdoors.