“Adjust the sunlight with My” Campaign

Client & Challenge

The brand “My” required a short-term, high-impact campaign to generate rapid and effective awareness for its new sunscreen. 

The product, featuring a lightweight formula and powerful sun protection, needed a concise, simple, and creative message. The challenge was to highlight both its strong protective function and its light, easy-to-use nature in a way that would capture consumer attention immediately.

Creative & Strategic Approach

To communicate the product’s core ability—controlling the intensity of the sun’s effect on the skin—our creative team drew inspiration from a universal and intuitive object: a volume or dimmer knob. This circular dial, which we use to adjust light or sound, became the central visual metaphor. 

• Core Creative Idea: The dial was designed to resemble the sun, visually suggesting that with the new My sunscreen, the user could “adjust” the power and intensity of the sun’s rays to their liking.
• Slogan Strategy: The campaign was led by the clear and direct main slogan, “Adjust the sunlight with My.” This was supported by the complementary tagline, “Lightweight Mask,” which cleverly reinforced the product’s two key benefits:
  1. Lightweight: Its comfortable, invisible feel on the skin.
  2. Mask: Its complete SPF protection, which shields the skin like a transparent, adjustable mask.

Execution & Media Placement

The campaign was executed through a series of clean, minimalist billboard designs for immediate impact.

• Key Visual: The artwork was centered on the iconic sun/dial element, ensuring the core concept was understood at a glance.
• Color Palette: The primary colors were a solar yellow and the brand’s signature white, a combination that simultaneously evoked the warmth of the sun and the cool relief of protection.
• Media Channel: Billboards were chosen to ensure widespread visibility and rapid message delivery, aligning perfectly with the short-term nature of the campaign.

Results & Impact

The campaign successfully spread awareness of the new My product across the city in its short run-time.

• Rapid Message Penetration: The creative combination of an intuitive visual (the dimmer dial), minimalist design, and a clear message allowed the campaign to achieve rapid and memorable impact.
• Strong Product Positioning: The campaign successfully positioned the new My sunscreen in the consumer’s mind as a light, powerful, and intelligent protector against the sun.
• High Recall and Engagement: The unique and easily understood concept led to high recall rates and effectively captured market attention in a limited timeframe, driving a strong launch performance.

Key Takeaways

• A single, universally understood visual metaphor — such as a dimmer switch — can distill a complex product benefit into something simple, relatable, and instantly memorable.
• A dual-slogan strategy, pairing a bold call-to-action with a complementary benefit-driven tagline, allows multiple product attributes to be communicated clearly without overloading the message.
• For short-term campaigns, minimalist design and a sharp, focused concept are essential to cut through advertising clutter and deliver rapid, high-impact results.