Y&R Group: T-shirts with built-in sun alarm
Die Y&R Gruppe hat für Sun Look von Migros ein T-Shirt mit UV-empfindlichem Aufdruck gestaltet. Die Shirts sind mit einem eingebauten Sonnenalarm ausgestattet.
UV-sensitive color is the secret: the greater the sun exposure, the redder the initially invisible "sun alert" print on the white T-shirts becomes. If the sunlight is very strong, the print literally burns and turns cancer red. The distribution campaign was specially timed and carried out on the occasion of the "Openair Gampel".
The T-shirts were distributed to festival visitors together with Sun Look sunscreen samples by promoters. The T-shirts were in great demand and sold out within half an hour.
Responsible at Migros: Jürg Spring (Head of Label/Brand Management), Nadine Hess (Project Manager Non Food). Responsible Y&R Group: Markus Gut (CCO), Thomas Engeli (CD), Patrick Bucher (concept/text), Oliver Glutz von Blotzheim (AD), Joelle Hauser (design), Susan Baumgartner (consulting), Pamela Gemperli (promotion allaccess).
