Suntan lotion brand Piz Buin is highlighting the dangers of sun exposure with an innovative ad that uses UV lighting to demonstrate the damage that can be done to skin when it’s unprotected.

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It’s a collaborative effort between agency UM and out-of-home (OOH) specialists Rapport.

Enyi Nwosu, chief strategy officer at UM London, added: “Summer is here, and temperatures are rising in the UK and abroad. That means more potential for sunburn and skin damage, so we’re working to remind Brits how best to use sun cream to protect themselves.

“This ad is designed to open the eyes of the unwary to the risks. UV technology means we could push the boundaries of OOH execution by shining a light on the problem and inviting the audience to stay safe in the sun through a standout piece of creative.”

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