BBR Saatchi & Saatchi and Super-Pharm Present: The Israeli Sun Is Not Your Sun

May. 13, 2019

The Eurovision song contest is the biggest musical event in the world. In fact, it draws crowds three times the size of the Superbowl and this year it’s taking place in sunny Tel Aviv. A place where the skies are blue and the beaches are blazing hot. Tourists love it but often abuse of it – incurring in the process bright red colors and often third degree burns which might just make their stay …well, not so pleasant.

So to make sure the music-loving, party-going, Eurovision-crazed tourists make the most of their stay, Super-Pharm’s Life Sun brand initiated a safe tanning campaign that includes posters but also live beach activations. The message was simple: “The Israeli Sun is not Your Sun” – and to drive the message home and make absolutely sure not to be misunderstood, BBR Saatchi & Saatchi created tailored executions for every country.

• The French are told that “With this amount of sun, even Napoleon would smear himself”.
• The Germans are told “The Chancellor herself had instructed them to rub themselves in”.
• And finally the Brits are told that while “God Saves The Queen, sunscreen saves their back!”.