• by Amy Corr , Staff Writer @MediaPostOTL, June 28, 2010

Why go over budget with an ad campaign when you can defray costs by using nature's natural light as your ad medium?

That's right: Let the sunshine in... to create outdoor ads promoting the use of sunscreen. The idea and execution are simple, cost-effective and cause-effective. Is it daytime in a tropical climate? Then wear sunblock.

Nivea Sun advertised its product using mirrored billboards that projected copy onto walls, storefronts, car doors, sidewalks and buses, using the sun's rays as its ink.

Lew´LaraTBWA crafted the daylight-only campaign that encouraged people to wear sunscreen daily. Sometimes the message was conveniently displayed on drugstore walls, making it easy for passersby to make an impulse sun block purchase.

A pair of street team members held these mirrored billboards throughout São Paulo, Brazil, projecting copy that stated, "Se voce esta conseguindo ler isso, use Nivea Sun fps 30" or "If you can read this, use Nivea Sun SPF 30."