Bakgrund
In 2023, Denmark had the highest rate of skin cancer per capita in Europe. Middle-aged men were among the most affected, partly because they're less likely than women to use sunscreen.
Many use too little. Some don't use any at all. But there is one occasion when Danish men are more than happy to cover their faces in thick cream: international football matches.
Sephora
The Game Face
Sephora
The Game Face
2023 hade Danmark Europas högsta antal fall av hudcancer per capita och medelålders män tillhör en av grupperna som drabbas mest.
En anledning kan vara att män generellt är sämre på att smörja in sig och använda SPF. Många tar för lite, och vissa tar kanske inget alls.
Tro vad man vill om mäns inställning till att smeta på krämer i ansiktet, men det finns faktiskt ett sammanhang där de mer än gärna smörjer in sig med klet: när det vankas landskamp.
Together with Sephora, we created a dual-colour SPF face paint stick in the colours of the Danish national team. Fans could paint their faces, support their country and protect themselves from the sun, all at the same time.
One stick. Ninety minutes of support. A little less skin cancer.
An England version is still in development. We're still trying to figure out the colours.
Original team
Art Direction: Cajsa Winqvist, Miranda Kyker, Stella Jeansson
Copywriting: Lucas Klarén, Hanna Blomstrand
