The Everyday Escape
A vacation?
In this economy?
Vacations are harder to afford these days. So how does a brand built for vacations stay relevant? By redefining vacation as any moment that takes you somewhere else. Because wherever you find an escape, you'll need sun protection.
manifesto
A vacation isn’t always Instagram-worthy
Maybe it’s not life-changing or something you’d even take a photo of. Or incldes a stay at some fancy hotel.
But it can still be important.
A brief reprieve from the daily.
Or just a little moment from the monotonous.
It could be a stroll. A jog. A smoke. A snack. Whatever brings you peace.
Some vacations happen within the comfort of our sofas. But we help you with the vacations that take place right outside that door.
Because whatever brings you peace, deserves to be a vacation that’s protected. Vacations are important.
They’re not always about where you go, but about what you do.
So stay safe while you do it.
High-angle, ground-POV visuals looking directly up into the sun as people enjoy everyday "vacations" (like reading a book outside or eating an ice cream cone), capturing real-world micro-breaks.
out of home
pr package & microsite
PR packages sent to select workplaces featuring mini sunscreen bottles to prompt employees to post their off-day activities—competing for a company-wide sponsored day off.
A website extension introducing Vacation Protection Factor, letting users calculate protection for non-beach micro-breaks.
socials
Caption: We sent Miami-based small businesses a package of vacation sunscreen for their workers' vacation days. Let's check out what the lucky winners of a vacation sponsored company-wide vacation day did with their sunscreen
Caption: George and some friends took a little walk through the woods and avoided both sunburns and ticks along the way
Caption: Monique's vacation? Just making shadows. Sometimes that's all you need
Caption: Gianna used her vacation to take a sunscreen-protected trip down to her favorite part of the beach (she can't swim)
Caption: Silas spent his vacation day right outside his front door during a lawn party. He took a breather and called a trip 5 steps outside his "mini-vacation"
activations
Marked-off Vacation Spots in the city, parks, and nature featuring QR codes that guide passersbys to find other Vacation Spots and scan to explore the VPF site.
Customers get a free postcard with any Vacation sunscreen purchase at local convenience store racks. Each card captures a real-world micro-vacation: unfinished rooftop sunbathing, front-porch VR gaming, skatepark RC car dodging, farmer's market cooler hauling, or braving direct patio sun for a 10-year reunion.