Mollies Fund

Area 23 *Lead Agency

Tim Hawkey, EVP, Executive Creative Director, Managing Director
Elliot Langerman Langerman, VP, Creative Director
David Adler, VP, Creative Director
Laura Coalwell, Sr Copywriter
Anna Lopez, Sr Producer
Ronnie Caltabiano, Sr Producer
Josh Eastman, VP, Group Copy Supervisor
Jon Katz, Copy Supervisor
Sam Pizarro, Art Supervisor
Sarah Liebowitz, VP, Group Art Supervisor

Despite awareness of the link between indoor tanning and melanoma, millions of young American women ages 18-24 indoor tan every year. To break through to them, we created a fake indoor tanning salon offering a Free Killer Tan. Once inside, unsuspecting customers got a seat at their own funeralwhich included a personalized R.I.P sign and a tanning-bed casket. Everything was captured and shared via online video. The results: 1 million plays on Youtube and Facebook respectively (each exceeding goal by 10x), with more than 90% of views reaching our target audience.