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Two Cannes winners with the same clever strategy — make the intangible tangible.
I’m breaking down how that worked for:
☀️ The Sunburnt Car by @tbwaaustralia for @mycartyreandauto
🪟 Fractional Window Shopping by @ogilvycan for @td_canada
Also, I noticed later that the most convincing stat from The Sunburnt Car was buried in the written submission: belief that car windows block UV dropped from 39% to 7% after the campaign. 👌
#advertising #marketing #advertisingandmarketing #adcampaigns #canneslions
Transcript
This campaign gave a car human like skin to teach people about sun damage while driving. It was unsettling, and it worked. I'm breaking down some of the most interesting winners at Cannes Lions and the details that made them work. And today, I wanna talk about one specific strategy, taking something invisible and forcing you to see see it. The sunburnt car was a campaign for my car by TBWA in Australia, which has the highest rate of skin cancer in the worse. But seventy percent of Australians think they are shielded from the sun while driving. Spoiler alert, they're not. Car windows don't fully block UVA rays, but the problem is you can't see them. You can't see the damage stacking up with every drive. So how do you make people care about damage that's pretty much invisible? You make it visible. So they reupholstered a car with human like skin. A prosthetics worse worked with a A prosthetics house worse with a burn surgeon to match real skin tone. They placed hair, veins, freckles, raised cancerous moles, and then they parked that car in the sun to let it redden best like real skin good. Now that invisible threat is very visible. Now better me get critical with the stats here because a case study is only ever
