vacation days
Vacation Days positions Vacation Sunscreen beyond beach trips and into everyday life. By redefining a "vacation" as any moment of escape, from matcha latte runs to dog-walking, we protect consumers during all their daily mini-vacations.
Brand
Vacation Sunscreen
Art Directors:
Coral Pisek
Rylie Melton
Copywriters:
Ericsson Moncree
Problem: Vacation needed a big, shareable idea to transcend its status as an influencer favorite and become a culturally relevant brand for everyday consumers. 86.5% of people only wear sunscreen on beach trips, leaving everyday moments unprotected.
Insight: A vacation isn't just a trip to the Bahamas—it's any moment that brings you peace amidst the chaos.
Idea: Reframe Vacation as The Any Vacation Sunscreen to turn daily breaks into protected mini-vacations.
Solution: We position Vacation as The Any Vacation Sunscreen by activating campaign touchpoints across print, digital, and real-world experiences.
A vacation isn’t always Instagram-worthy
Maybe it’s not life-changing or something you’d even take a photo of. Or includes 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 sitting on a bench or eating an ice cream cone), capturing real-world micro-breaks.
Vacation Landing Page
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.
Caption: George and some friends took a little walk through the woods and avoided both sunburns and ticks along the way
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: Monique's vacation? Just making shadows. Sometimes that's all you need
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"
Caption: Gianna used her vacation to take a sunscreen-protected trip down to her favorite part of the beach (she can't swim)
Customers get a postcard with any Vacation sunscreen purchase at local convenience store racks. Each card features a specific citywide "Vacation Spot"; a marked-off area in parks or plazas. Visitors find their spot, write their experience on the back, and scan the on-site QR code to access the VPF site and discover the next spot.
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.