Super-Pharm: The Israeli Sun is not Your Sun


The Eurovision song contest is the biggest musical event in the world. In fact, it draws crowds three times the size of the Superbowl and this year it’s taking place in sunny Tel Aviv. A place where the skies are blue and the beaches are blazing hot. Tourists love it but often abuse of it – incurring in the process bright red colors and often third degree burns which might just make their stay …well, not so pleasant.

So to make sure our music-loving, party-going, Eurovision-crazed tourists make the most of their stay, Super-Pharm’s Life Sun brand initiated a safe tanning campaign that includes posters but also live beach activations*. Our message was simple: “The Israeli Sun is not Your Sun” – and to drive the message home and make absolutely sure we were not misunderstood, we created tailored executions for every country.

We told the French that “With this amount of sun, even Napoleon would smear himself”.

We told the Germans “The Chancellor herself had instructed them to rub themselves in”.

And finally we told the Brits that while “God Saves The Queen, sunscreen saves their back!”. 

Advertising Agency:BBR Saatchi & Saatchi, Tel Aviv, Israel
Chief Executive Officer:Ben Muskal
Chief Creative Officer:Yaron Perel
Vp Creative Director:Yair Zisser
Creative Team:Ori Hasson, Gal Mamalya, Avner Ressel, Avi Hershkovitz
Vp, Client Services:Noa Sharf
Account Director:Reni Bracha-Landau
Account Manager:Hila Kirma
Marcom Director:Eva Hasson
Studio Director:Yaron Keinan
Photoshop Editor:Robert Mizikovsky
Studio:Masha Varshitsky, Zehava Greenberg
Traffic Director:Ronit Doanis
Studio &Traffic:Mor Hay
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