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LALCEC - Sun lifeguards

by Silvio Acevedo
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The beach can be a dangerous place, that’s why lifeguards exist. However, the hazards they preserve us from aren’t actually the biggest threats to our lives while we enjoy ourselves at the coast. At least in Argentina, while 274 died drowned in 2014, deaths from skin cancer in the same year climbed to 860. To raise awareness about the problem, LALCEC (Argentinian League Against Cancer) and J. Walter Thompson Argentina created the Sun Lifeguards. With towers facing the people on the beach rather than the sea, this lifeguards were dermatologists who would take care of the tourists by providing sun protection to the people who weren’t using it, making dermatological tests and recommending different sun protection factors through warning flags. The action had massive impact in the media and in social networks.

Winner in Cannes 2015

Category: Media - Use Of Media - Use Of Ambient Media: Large Scale.
Award: Bronze.



Title: SUN LIFEGUARDS
Media: Ambient
Agency: J Walter Thompson Argentina
Advertiser: LALCEC
Brand: L.A.L.C.E.C.
ECD: Anita Rios
Art Director: Juan Lodola/ Ezequiel Irureta
Copywriter: Sebastián Lombroni/ Luciano Griessi
Head of Production: Cosme Argerich
Agency Producer: Belén Solimano
Account Director: Ariel Traverso
Advertiser supervisro: Diego Paonessa
Production company: Primo Buenos Aires
Director: Sepia
Executive producer: Alejandro Di Michele
Producer: Victoria Piantini
Post production: Casa Kiev
Sound: Error Sound

Sources:

Advertolog
Cannes Lions Archive
Error Sound Vimeo Profile

Silvio Acevedo

Silvio Acevedo

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