Cannes Lions

Digital Sundial

McCANN HEALTH, Sao Paulo / JOHNSON & JOHNSON / 2017

Case Film
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Overview

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Credits

Overview

Description

We created an analogical solar clock that, in the same time, projects the hours in a digital way. But we went further. It shows time moving backwards to materialize the effect of RoC Minesol sunscreen, which makes skin to rejuvenate. That was proved by the one year trial which was delivered to them together with the clock, in a box.

Execution

Our design object is two adjustable platforms with holes precisely developed to allow sun light to cross, so that the shadow projected is a digital clock display. More than that, by the calculation and reassembling we made, we managed to make the projected time be counted backwards. We chose to be printed in ABS and worked in a simple way by a 3D printer to add the idea of simplicity and easiness to reverse time. We sought for the simple, futuristic and minimalist form for the past, present and future concepts to be expressed in its own way.

Outcome

100% of the target was impacted.

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