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Journalist Choice
Paris, France
Apotek Hjärtat - "Shadecation" by Epica Awards 2023

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TitleShadecation
BriefSkin cancer is up 100 % over the last twenty years in Sweden. Which is weird since Sweden is a dark and almost sun-deprived country. The numbers are so alarming that the largest pharmacy in Sweden felt the need to teach Swedes sun safety.Naturally, you would think we'd do a campaign on sunscreen. But it turns out sunscreen won't do the trick of stopping skin cancer. on its own So instead we turned the spotlight to the best sun protection on the market - the shade. During a period when swedes are going on summer holidays, we started the world's most skin-friendly travel agency and gave away trips to the least sunny destinations in Sweden FOR FREE.
Agency
Campaign Shadecation
Advertiser Apotek Hjärtat
Brand Apotek Hjärtat

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