Reef: tropical feel, full protection.


Integrated campaign to promote the ‘new’ unique qualities of the iconic Australian tanning oil brand.

Being the word tanning almost a taboo we had to find a smart way to make our young target stop and look at tanning oil in a different, safer light.

The campaign included a competition element (social media driven) which was linking back to the main message: the great reef barrier; inviting consumers to post their hottest tanning experiences for a chance to win a trip for them and their friends to great barrier reef.


art director/copywriter