Client & Challenge
Cinere, a leading skincare brand, set out to make a bold statement in the crowded sunscreen market. Their wide product line—covering SPFs for women, men, and children in both tinted and non-tinted formulas—needed more than a functional introduction.
The challenge was to rise above generic category advertising and deliver a campaign that felt fresh, memorable, and emotionally resonant.
Creative & Strategic Approach
We built the campaign around a simple but powerful metaphor: a shadow. Just as a shadow follows us everywhere, Cinere sunscreen was positioned as an ever-present form of protection. This poetic idea was captured in the line: “Cinere watches over you like your own shadow.”
To make the concept tangible, the product was reimagined visually as a large umbrella—a universal symbol of shelter and safety—standing in for the sunscreen’s role as a protective shield. The result was a creative narrative that reframed sunscreen from a situational product into a constant guardian.
Execution & Media Placement
The message came to life through a series of striking billboard artworks designed for high public visibility.
- Core Visual: Warm, relatable imagery of a family under the symbolic “sunscreen umbrella,” reinforcing inclusivity for all ages.
- Media Strategy: High-traffic billboards across the city, ensuring everyday exposure and embedding the metaphor into consumer minds.
Results & Impact
The campaign resonated powerfully with its audience, creating a distinct identity for Cinere’s sunscreen line.
- High Recall: The umbrella visual and poetic slogan delivered exceptional recognition and memorability.
- Emotional Connection: Consumers strongly linked Cinere with feelings of safety, constant care, and family protection.
- Clear Differentiation: By steering away from cliché beach scenes, Cinere established a more meaningful and emotional positioning.
- Business Impact: The campaign boosted sunscreen sales significantly, validating both the creative and media strategy.
Key Takeaways
- A poetic metaphor can cut through where literal advertising falls flat.
- Pairing a strong slogan with a symbolic visual creates lasting impact.
- Tapping into universal emotions like family protection helps brands connect across demographics and build deeper trust.
