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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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
