Cannes Lions

Revealing Light

DHÉLET Y&R LATAM, Buenos Aires / ASOCIACION ARGENTINA DE DERMATOLOGIA / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

To get people to detect possible skin diseases at an early stage, we developed an ad that turns our cell phones into a skin disease detector. In a direct way, we delivered a filter that transforms the led light emitted by the flashes of cell phones, into UV light. Under the effect of this light, the spots and anomalies that are normally invisible to the naked eye, become visible, shining or increasing their contrast.

The filter is placed in different media so that more people have access to it.

Execution

We published in several media, an ad that included a translucent plastic filter of violet color and with instructions on how to use it with the led light of the cell phone, to transform it into a diagnostic tool. The campaign lasted several weeks, it was published in different media and it reached a massive audience.

Outcome

The campaign reached hundreds of people and had a very good impact in both the media and health entities.

In the Argentine Association of Dermatology, hundreds of consultations and calls were received. An increase of 260% compared to previous months.

Today, the Association is a reference and many doctors and media consult it.

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