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Mollies Fund
Free Killer Tan

RAN IN: United States

CLIENT
Mollies Fund

AGENCY
Area 23 *Lead Agency

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


SUMMARY

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.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Cinema, Events, Interactive/Online, Social Media

Audience: Other

Objectives: Increase awareness

Type: Business to Consumer

Classification: Multinational

Language: English