The agency’s client – Johnson & Johnson – briefed the creation of a piece of merchandise capable of drawing the attention of consumers during summertime, when sunblock sales increase 140%. All the brands share space in shelves and try to attract a consumer that fails to see advantages of one brand over another.

The agency based the concept on “summer trips”, in order to propose a piece that represented the means through which the consumer’s inner Sun could be moved.

That way the real size Van-Display was born, with shelves, inside illumination and storing capacity for 2,000 Sundown packs: three times the capacity of a conventional supermarket shelf.

The piece’s final design was elaborated on after many meetings with 3-D specialists and raw material suppliers, which resulted in fiberglass as the choice for manufacturing the piece: guaranteeing lightness, low cost and the possibility of assembly and disassembly to ease transportation.

Sundown’s Van-Display was implemented in 125 key accounts locations, between November 2008 and February 2009.

The fact that this piece was never seen before raised awareness of the client as well as of the consumers, resulting in a 40% increase in sales at the stores where it was implemented, and overall increase of 4 points in market share for Sundown brand.