As part of Team WPP, Grey led the summer campaign for Walgreens to drive awareness of how much damage can occur during high UV moments ...
As part of Team WPP, Grey led the summer campaign for Walgreens to drive awareness of how much damage can occur during high UV moments when people are generally apathetic about the dangers of the sun.
The work breaks through the inertia by exposing the sun damage people can’t see and inspiring a change in behavior.
To achieve the dramatic film effect, Grey and its production partner Tool used UV imaging to achieve full-spectrum footage that revealed markings on the skin, including hidden damage from the sun, that are not visible to the naked eye. The team paired the unforgettable images with an original Tierra Whack track that underscores the indifference through the lyric “Don’t worry ‘bout me, I’m doing good, I’m doing great, alright.” Famous documentary filmmaker Danielle Levitt directed.
Walgreens’ pharmacists and beauty consultants have been specially trained in sun care and prevention, and anyone walking into the store has access to their expertise to help find the right protection.
The commercial will air on broadcast television and social channels through August.
CREATIVE AGENCY: Grey New York
Spot Title: “Save Your Skin” :30
Chief Creative Officer: Jeff Stamp
Executive Creative Director: Hannah Fishman
Creative Director: Justin Roth
Creative Director: Erica Stevens
Art Director: Mackenzie Keck
Copywriter: Paul Curry
EXECUTIVE PRODUCTION: Townhouse
Townhouse Head of Integrated Production – James McPherson
Townhouse Exec. Producer: Kimberly Kietz
Townhouse Producer: Eric Camins
Townhouse Music Producer: Kurt Steinke
Production Company (location): Tool Of North America (Santa Monica, CA)
Director: Danielle Levitt
Director of Photography: David Raboy
Editor (person & company): Misha Spivack @ Townhouse Studios
Music/Sound Design (person & company): Justin Sloan
Principal Talent: Anne Marie Moloney, Fabienne Heymans, Jay Helms, Shanea Lattimore, Alexandra Tabas.