Skcin — Computertan.com
McCann Erickson
SUMMARY
This is a story about engaging an audience that didn't want to be engaged; talking to them about a subject which they didn't want to discuss and, perversely, persuading them to spread that message themselves. It's a story about a small charity with big ambitions and a strategy which enabled it to punch way above its weight.
Our Skcin campaign targeted those most at risk of developing skin cancer – the sunbed-obsessed tanorexics – by using their obsession against them. We created a fake, online tanning product designed to appeal to tanorexics' thirst for...