In Thailand, people put so much effort and importance to their skin that they wouldn’t want to get exposed to the sun without putting on sunscreen during the day, be it on the beaches or in the cities. Thais are well aware of the danger of the sun, from severe burns to skin cancer.

But only 14.3% of them know that the sun is also dangerous at sunrise and sunset.

Vaseline is the leader of sun protection in Thailand and wanted to raise awareness about these risks.

With more than 20 national and dozens of international articles about our campaign

it raised significant awareness about an unknown fact.

Social media impressions reached 1,2 million.

16% of increased sales of sunblock in nearby locations.

In Thailand, people are well aware of the danger of the sun, from severe burns to skin cancer. But only 14.3% of them know that the sun is also dangerous at sunrise and sunset. Vaseline is the leader of sun protection in Thailand and wanted to raise awareness about these risks.

Sunsets and Sunrise have a unique look, making them one of the most photographed images on social media. But turn them around and you will see something surprising: an exclamation mark! The universal sign of danger.

So we turned the sunrises and sunsets of Thailand on their head to create digital billboards to warn our audience about the danger of those early and late rays. The sun warnings were only displayed between the hours of 6 am and 9 am, and 5pm to 7pm, and the add typo with the time changed with the passing time.