Wonderhood Studios and the British Skin Foundation, brand Bronze winners in our Digital Creative Competition, lit up screens with a powerful real-time campaign that exposed the dangers of sun exposure.

the cHALLENGE

Despite the rising risks of skin damage, new research from the British Skin Foundation found that:

38% of Brits had already been sunburnt during recent spring sunshine
A third admitted they ‘couldn’t be bothered’ to apply sunscreen
25% said they wanted to tan and over did it

To highlight the dangers of sun exposure, Wonderhood Studios and the British Skin Foundation created ‘The Burnable Billboard’, the world’s first real-time Digital Out of Home (DOOH) campaign that visually reflects live UV damage.

Using Ocean Labs’ feed technology and real time data from UV sensors across key locations: Meridian Steps @ Westfield Stratford, The Totem @ West Quay Southampton and The Loop in Manchester, the campaign showed how different skin tones respond to UV exposure over time, with the visual impact intensifying in line with the actual UV levels at each site.

AI trained visuals developed in collaboration with dermatologists and The Gardening Club, delivered an organic, dynamic, and confronting transformation that evolved in real-time.

To drive action, the campaign provided QR codes with instant access to expert advice and next steps from the British Skin Foundation.

OUTCOMES