Self-initiated concept · our own brief, our own brand
Now you see it
A billboard in photochromic ink: blank in the morning, it only shows its headline once UV turns dangerous.
The brief
The problem
Bangkok office workers think sunscreen is for the beach. On a normal workday the sun does not feel like a threat, so they skip it.
The insight
UV is invisible. People judge the sun by heat and brightness, and a cloudy day feels safe when it is not.
The idea
Make the danger visible. The headline “This ad only appears when you need it” is printed in UV-reactive ink. At 8 a.m. the board is empty; by noon it has written itself.
How it works
Twelve dots tuned to different UV thresholds turn the board into a working UV meter. Passers-by film it “appearing”. Each board has a chat channel that sends one message a day — when it turns on — and a free sample box sits underneath. Cloudy days are the best content: the board still wakes up.
What we would make
- Photochromic 48-sheets
Six boards on BTS skywalks. The headline and the 12-dot UV scale only develop above UV 6. - The board texts you
Follow a board and get one alert a day when it turns on, with a reapply nudge. - Sample box
A small dispenser under every board, open only while the board is “on”.
What we would measure
- Board-on hours per district, published at season end
- Followers per board channel and alert open rate
- Samples taken per board-on hour
- Unaided recall of “reapply during the day” before vs. after