Everybody’s Free (To Wear Sunblock)

Anti-cancer campaigners put brands in the shade with a simple billboard takeover

The iconic Pan-American highway leads all the way from North America to the depths of Chile and the furthest tip of Argentina. From Santiago to the south of Chile, the route is lined with immense billboards used by more than 20 different brands. To combat Chile’s harmful sunrays – some the strongest in the world – the country’s Anti-Cancer League and its agency McCann convinced the brands to let them daub every face on the posters with white streaks of sunblock. Along with the hashtag #IUseSunblock, the campaign caught the eye of motorists and reminded them that a simple gesture could protect them and their kids from skin cancer