World Cup mania presents the Swedish Cancer Society with an opportunity to raise awareness about skin cancer, as the number of Swedes afflicted with melanoma has double since 2000. Creative agency Volontaire-- who brought us this stirring video on International Women's Day this year -- used soccer as a platform to promote sun safety via this unusual outdoor activation.
With Sweden spending much of the year on the colder side of the climate spectrum, it's to be expected that when the sun finally comes out, so do Swedes. But sun worshipping, of course, poses a threat to their skin. So Volontaire and the Swedish Cancer Society created this fun way for people to stay active and outdoors yet out of the way of harmful rays by creating this unusual soccer pitch. It emerges only at the sun's strongest hours -- between 11 am and 3 pm -- but still manages to keep those who played on it completely protected -- in the safety of the shade.