Sun Bum: Skin Cancer Awareness Activation

Challenge:

During Skin Cancer Awareness Month, Sun Bum wanted to remind people everywhere to protect their skin without resorting to fear-based messaging. The goal: deliver an unforgettable visual metaphor that captured attention, raised awareness, and reinforced the brand’s playful yet purpose-driven voice.

Approach:

We launched “Protect the Peel”, a nationwide activation that wrapped statues in every U.S. state with custom-made banana peel outfits, a clever nod to Sun Bum’s iconic banana logo and its mission to protect what matters most.

Execution:

Wrapped well-known statues and monuments in bright yellow “banana peels” instantly grabbed attention and sparked conversation.
Deployed the stunt across all 50 states, creating a coast-to-coast wave of surprise and delight.
Supported the activation with digital and social content, sharing behind-the-scenes footage, local reactions, and educational sun-safety messaging

Impact:

The campaign went viral, generating national press, millions of organic social impressions, and widespread praise for its creativity and positive message. By blending humor, design, and purpose, Sun Bum reminded the country to protect its peel, while reinforcing its role as the fun, trusted face of sun protection.