• SUB CATEGORY :
    USE OF AMBIENT: LARGE SCALE
  • ENTRANT COMPANY :
    OGILVY, SYDNEY
  • TITLE :
    THE SPOT
  • BRAND :
    BRISTOL MYERS SQUIBB AND LA ROCHE-POSAY
  • ADVERTISER :
    BRISTOL MYERS SQUIBB AND LA ROCHE-POSAY
  • AGENCY :
    OGILVY, SYDNEY
  • CHIEF EXECUTIVE OFFICER :
    SALLY KISSANE
  • MANAGING DIRECTOR :
    MICHELLE HOLLAND
  • CHIEF CREATIVE OFFICER :
    TOBY TALBOT
  • CREATIVE DIRECTOR :
    ANDREW HANKIN
  • ART DIRECTOR :
    JAMES GREIG
  • CAMPAIGN SUMMARY :
    Skin cancer is known as Australia’s ‘national cancer’ with one Australian losing their life every six hours to melanoma – the deadliest form.

    Yet skin cancer is largely preventable and if caught early enough, can be curable. Despite this, and the numerous sun-safety campaigns over the years, unfortunately we’re just not heeding the warnings and getting a tan is still seen as a sign of vitality and health.

    So, how then do we create a campaign that tackles one of our nation's biggest health crises?

    We gave one of Australia's most iconic beaches…melanoma.

    We created an evolving sculpture that mimicked the shape and size of a real melanoma, but on a scale that could not be ignored, and let it grow on Tamarama beach as part of the world-famous Sculpture by the Sea exhibition. This immersive, sensory, experience-driven approach leaned into the insight that we needed to move beyond traditional means to reach Australians with our message.

    A QR code at the base of the sculpture allowed people to get a free skin check conducted by Skin Check Champions on the beach.

    The project co-funded by leading sunscreen brand La Roche-Posay and pharmaceutical company Bristol Myers Squibb – united in their mission to raise awareness of the importance of prevention and early disease detection of skin cancer.

    (all references can be made available on request)
  • CREATIVITY/IDEA/INSIGHT :
    Australia has one of the highest rates of skin cancer in the world with two in every three Australians expected to develop some form of skin cancer in their lifetime and, sadly, one Australian loses their life every six hours from melanoma - the deadliest form.

    Our idea - use visual/experiential art on a grand scale to draw attention to this significant health Issue dubbed ‘Australia's national cancer,’ and encourage Australians to re-think their relationship with the sun.

    To do this we created (on a grand scale) a sculpture mimicking the size and shape of a real melanoma which would grow (like a real melanoma) reaching a whopping 15m over a number of days. We placed this evolving sculpture on one of Australia's most iconic beaches during one of the world’s most famous art exhibitions and put skin cancer front and centre as beachgoers flocked to the beach to usher in summer.

    We aptly named It - The Spot - a reminder to Australians to know their skin, what to look for, and get checked if they notice a change.
  • STRATEGY :
    Despite decades of sun-safety campaigns, we have not been able to move the needle when it comes to skin cancer in this country. Too many young Australians, aged between 18-30 years (74%), believe their risk of getting skin cancer is unlikely.

    We knew we needed something big, bold and provocative. Something that would jolt Australians out of their stupor.

    So, we created an evolving sculpture that mimicked the shape and size of a real melanoma, but on a grand scale, and let it grow on Tamarama beach as part of the world-famous Sculpture by the Sea exhibition. Nestled in-between the sunbathers looking to usher in summer, it served as a stark reminder of the dangers of the Australian sun.

    Free skin checks accessed at the site of the sculpture booked out. Aussies heeded the warning and acted.

    For co-funders of the project, La Roche-Posay and Bristol Myers Squibb, this action helped to elevate their united commitment to raise awareness of the importance of prevention and early disease detection of skin cancer amongst Australians.
  • EXECUTION :
    Starting as a small black formation - 'mole' - we engaged high profile Influencers like DroneSharkapp and Skin Check Champions to seed posts questioning what was appearing to ‘grow’ on Tamarama beach. This was followed by traditional media articles asking the same question.

    Once at full size, we revealed the formation to be a melanoma through both traditional and social media, offering free skin checks through Skin Check Champions down at Tamarama Beach.

    We created video content/collateral on the sculpture to engage healthcare professionals at the 2024 Australasian Melanoma Conference happening at the same time in Sydney, demonstrating Bristol Myers Squibb and La Roche-Posay's commitment to prevention and early disease detection.

    But…we didn't stop there. We took The Spot to Canberra and gave Parliament House melanoma for Melanoma Skin Cancer Advocacy Network's start of summer BBQ, offering skin checks for key decision-makers, making sure the critical need for action on skin cancer was heard loud and clear.
  • RESULT :
    The Spot campaign impacted skin cancer awareness and behavior by leveraging a unique, large-scale art installation. Positioning the melanoma sculpture within the Sculpture by the Sea exhibition reached an estimated 450,000 visitors. This translated into more than 30 million earned media impressions across traditional and social media channels, amplifying the campaign's message beyond the physical installation.

    Over 40,000 sunscreen samples distributed provided a tangible link between awareness and preventative action. Over 2,000 on-site skin checks uncovered 500 suspicious moles and, alarmingly, 22 melanomas – the deadliest form of skin cancer.

    Nearly 3,000 visits to La Roche-Posay's landing page for The Spot initiated via the on-site QR code demonstrated audience engagement and desire for more information.

    The campaign's impact extended beyond the public sphere, resulting in BMS experiencing a 6-fold increase in enquiries from healthcare professionals about melanoma and the available treatments - over just one weekend. Achieving this level of engagement would typically take more than two months under normal business circumstances

    Finally, bringing The Spot to Parliament House, where it was viewed by over 100 key political decision-makers, solidified the campaign's influence in acting as a beacon for the melanoma community.