McCann London dreamed up Sunny-3, a product that claimed to 'triple the power of the sun', as well as a fake story about 'night tanning' in Sweden as part of an elaborate hoax designed to educate UK consumers about skin cancer dangers.
The campaign, for skin cancer charity Skcin, involved setting up a website for Sunny-3, as well working with The Sun newspaper on a fake story, which drove people to a YouTube clip about the fictional craze for night-tanning. McCann created a back story about the product, describing it as a pharmaceutical treatment for winter vitamin D deficiency in Northern latitudes. This, as well as a social media campaign, drove traffic to the Sunny-3 site, where 82% of visitors ordered a product sample.
Those who applied for a product trial received an email with hard-hitting warning about the dangers of binge tanning, along with a link to the Skcin website, where safe tanning information is available. At the same time, the story ran in The Sun revealing the hoax.