Skcin 'Sunny3' by McCann London

4.5 1 Votes

The Karen Clifford Skin Cancer Charity has launched a hoax campaign to highlight the dangers of "binge tanning".

McCann London planted a fake story in The Sun about "Sunny3", a new fake-tan product that claimed to triple the power of the sun.

The stunt drew 20,000 people to the Sunny3 website with more than 80 per cent ordering free samples.

The campaign also included a faked news report, published on YouTube, on a "night tanning" craze sweeping Europe.

The brief was to "highlight the damaging, life-threatening effects of binge tanning to a 15- to 24-year-old audience who view sunburn as a natural part of the sun-tanning process".

The campaign was backed by product reviews on beauty blogs and activity on Facebook and Twitter, even fooling one star of Geordie Shore to Tweet her approval.

The Sun later revealed the hoax to readers in a full-page-spread and users who had signed up for samples were e-mailed with information about skin cancer.

Share On:

Released: 17 August 2011

  • Sunny3 website

    Sunny3 website

  • Sunny3 website

    Sunny3 website

of

Credits

Copywriter
Art director
Planner
Designer

Private View about this creative

Private View: Damon Collins and Paul Shearer

Private View: Damon Collins and Paul Shearer

With work from Ikea, Lucozade, Skcin, The Natural Confectionery Company, Times+ and Volkswagen

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Related News

Punter Appeal - McCann London

Punter Appeal - McCann London

A lukewarm reception towards McCann's ads suggests a boost to creativity is timely, Matt Williams writes.

Private View: Damon Collins and Paul Shearer

Private View: Damon Collins and Paul Shearer

With work from Ikea, Lucozade, Skcin, The Natural Confectionery Company, Times+ and Volkswagen