Sephora
The Game Face
Background
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.
Danish men are really bad at using enough sunscreen, if they use it at all. But there is one occasion when they are more than happy to cover their faces in thick layers of cream: when the Danish football team takes the field.
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.
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If Danish men are so bad at taking sun protection seriously, we needed to turn it into something they already love: supporting Denmark.
Together with Sephora, we created a dual-colour SPF face paint stick in the colours of the Danish national team. The ultimate way to defend your country and protect your skin at the same time.
One stick. Ninety minutes of support.
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​
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A similar stick is currently in development for English fans. We’re still working on getting the colours right.
Original team
Art Direction: Cajsa Winqvist, Miranda Kyker, Stella Jeansson
Copywriting: Lucas Klarén, Hanna Blomstrand
Work
INFORMATION
Client:
Category:
Year:
Sephora
Packaging, PR
2023
DESCRIPTION
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.
Danish men are really bad at using enough sunscreen, if they use it at all. But there is one occasion when they are more than happy to cover their faces in thick layers of cream: when the Danish football team takes the field.
If Danish men are so bad at taking sun protection seriously, we needed to turn it into something they already love: supporting Denmark.
Together with Sephora, we created a dual-colour SPF face paint stick in the colours of the Danish national team. The ultimate way to defend your country and protect your skin at the same time.
One stick. Ninety minutes of support.
​
A similar stick is currently in development for English fans. We’re still working on getting the colours right.
CASE
7-Eleven
CLIENT
IKEA
Sephora
Pressbyrån
Stallhagen
Side Hustle
ADIDAS
Burger King
Pressbyrån
Max
The Game Face
Creative Duo
Creative Duo
Work
About
The Game Face
INFORMATION
Client:
Categories:
Year:
Awards:
Sephora
Packaging, PR
2023
2x ADC Bronze Cube
1x Silver Cube
DESCRIPTION
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.
Danish men are really bad at using enough sunscreen, if they use it at all. But there is one occasion when they are more than happy to cover their faces in thick layers of cream: when the Danish football team takes the field.
7-Eleven
IKEA
Pressbyrån
Sephora
Stallhagen
Side Hustle
Adidas
Burger King
Pressbyrån
MAX
ABOUT
We're a so-called "award-winning creative duo" currently living and working in Stockholm. Think years of experience across agencies,
in-house teams, startups, global brands and non-profits, mixed with
junior energy and just the right amount of naivety. In other words: experienced enough to know what we're doing, naïve enough to keep surprising ourselves.
So, what's next? Have a look around, be impressed, and get in touch.
Lucas Klarén
+46 76 778 11 86
Lucasklaren@hotmail.com
CONTACT
Carl Almquist
+46 72 240 47 34
calle.almquist@telia.com
DESCRIPTION
​
If Danish men are so bad at taking sun protection seriously, we needed to turn it into something they already love: supporting Denmark.
Together with Sephora, we created a dual-colour SPF face paint stick in the colours of the Danish national team. The ultimate way to defend your country and protect your skin at the same time.
One stick. Ninety minutes of support.
​
A similar stick is currently in development for English fans. We’re still working on getting the colours right.
If Danish men are so bad at taking sun protection seriously, we needed to turn it into something they already love: supporting Denmark.
Together with Sephora, we created a dual-colour SPF face paint stick in the colours of the Danish national team. The ultimate way to defend your country and protect your skin at the same time.
One stick. Ninety minutes of support.
​
A similar stick is currently in development for English fans. We’re still working on getting the colours right.
