League Against Cancer

Advertising Agency: Y&R Peru, Client: League Against Cancer, Executive Creative Director: Flavio Pantigoso, Art Director: Christian Sánchez, Mirko Cuculiza, Photographer: Photo stock


'too much sun will ruin a moment. protect yourself from excess sun exposure'


The brief was to make people aware of the damages caused by too much sun exposure skin and that it can potentially cause cancer. The campaign images draw a connection with how simple family fun photographs can get ruined from too much sun exposure therefore saying that the same can happen to your skin. The campaign uses a simple comparison with effective imagery and straight forward message. The simplicity is what makes this campaign work, as there's no need to over complicate something that's obvious.


What is clever about this is that many over exposed images can be quite beautiful but the photographer has taken it that little bit further to make sure that the image is completely ruined by the sun to get across that the sun is damaging.