In summer time, people always want to go under the sun, taking some good D vitamin and a nice color of skin.
The problem is that an over exposure to the sun can make you have quite serious disseas, like skin Cancer for example.
Then how do you do to avoid people going under the sun without making a "don't do this" or "you gonna die" campain?
We thought "what common language every people use to describe them or their friends when they're coming back from the beach burnt to the bone?" - They grilled them selves, or they've been toasted up".
So here is the literaly message we decided to promote: "Say no to Toast Attitude".
The benefit of this approach is that everybody can understand what you're talking about, with enough humour to create emphasis.
This campagn as been declined on many tools to reach people on their summer locations: Beach Stands, T-shirts, 7 familly cards set, billboards…