As part of Team WPP, Grey led the summer campaign for Walgreens to drive awareness of how much damage can occur during high UV moments when people are generally apathetic about the dangers of the sun.
The work breaks through the inertia by exposing the sun damage people can’t see and inspiring a change in behavior.
To achieve the dramatic film effect, Grey and its production partner Tool used UV imaging to achieve full-spectrum footage that revealed markings on the skin, including hidden damage from the sun, that are not visible to the naked eye. The team paired the unforgettable images with an original Tierra Whack track that underscores the indifference through the lyric “Don’t worry ‘bout me, I’m doing good, I’m doing great, alright.” Documentary filmmaker Danielle Levitt directed via Tool.
Walgreens’ pharmacists and beauty consultants have been specially trained in sun care and prevention, and anyone walking into the store has access to their expertise to help find the right protection.
Titled “Save Your Skin,” the commercial airs on broadcast television and social channels through August.
