In 2023, Brazil sweltered through its hottest Summer on record, with the UV index hitting “extreme” levels consistently for 120 consecutive days. In this scorching intensity, just 10 minutes of exposure could inflict permanent DNA damage on the skin. The World Health Organization underscores the long-term risks, stating, ‘Sunburns in childhood elevate the likelihood of skin cancer in later years.’
Motivated by this sobering reality, A.C. Camargo embarked on a mission to bridge the gap between future health needs and contemporary youth culture. Thus, the ‘UV Referee’ was born—a wearable accessory designed to resonate with today’s kids. Its mechanism is simple yet impactful: changing color in response to UV ray exposure. The concept is straightforward—more color change signifies higher UV index exposure. As the hues intensify, they serve as a silent yet vivid reminder to ramp up sun protection measures.
This professional campaign, named ‘UV Referee,’ debuted in Brazil in March 2024. It was masterminded for ACCamargo Cancer Center by the creative minds at ad agency Area 23. This multi-faceted campaign spans Ambient, Direct, and Experiential media, targeting the Health and Public Utility sectors, and comprises three distinct media assets.
Credits
Advertising Agency: Area 23, New York, USA
Production Company: Flavor Studio, Curitiba, Brazil
Audio Production: CANJA, São Paulo, Brazil
Chief Creative Officer: Tim Hawkey
Executive Creative Director: Josh Grossberg
EVP Group Creative Director: Felipe Munhoz
Group Creative Director: Kieran Moroney
Group Creative Director: James Buonantuono
Creative Director: Sttenio Costa
Creative Director: Mateus Coelho
Creative Director: Diego Torgo
Associate Creative Director: Renan Bulgari
Creative Engineering Director: Aaron Stack
Executive Director Project Management: Jennifer Ma
Director Project Management: Paul Blake
Group Production Director : Robin Feldman
Senior Producer: Jennifer Mejia-Ponce
Production:
Flavor
Director: Gabriel Twardowski
Executive Director: Mauricio Daniachi
Producer: Carol Pajuaba
Executive Producer: André Bronx
Editor: Erich Gegenbauer
Craft & Design: Vandré Fernandes
Audio:
CANJA
Sound Director: Filipe Resende
Sound Director: Eduardo Karas
Executive Producer: Nessa Mafra
Project manager: Ana Flor Bohrer
Project manager: Flavia Medeiros
Project manager: Mariana Aldrigue
Sound Design: Vinni Macedo
Music: Levi Mynssen de Mello
Voice Direction: Bruno Vieira Brixel
Audio Editor: Ardlez
