ISDIN: UV Tattoo to Learn
ISDIN tasked Havas Play with increasing sunscreen compliance among young children who resisted application. The brand needed a solution to the universal parenting struggle of applying sun protection, aiming to turn a daily friction point into a positive, engaging experience that would educate children on the importance of sun safety.
Creative Idea
UV-sensitive tattoos made sunscreen application a game to save characters from the sun.
ISDIN transformed sunscreen application from a chore into a game by using UV-sensitive temporary tattoos. When exposed to the sun, the tattoos revealed hidden characters that only disappeared when covered with sunscreen, turning children into protectors of their own skin.
Turning Sunscreen Into A Superhero Game
Engineering The UV Ink Challenge
The production team faced a significant technical hurdle in developing the dual-ink tattoos. To ensure the UV-photosensitive ink functioned reliably on skin, the agency collaborated with Caramel and Linkvids to calibrate the reaction speed of the pigments. The goal was to ensure the "villain" characters appeared almost instantly upon UV exposure while remaining safe for children's sensitive skin. This required rigorous testing to balance the chemical sensitivity of the ink with the durability needed for a day at the beach or playground.
Scaling Through School Partnerships
The campaign’s reach was significantly bolstered by its integration into the ISDIN School Sun Protection Campaign, which marked its 30th anniversary in 2025. By leveraging this established educational infrastructure, the agency moved beyond simple product placement. The 2026 expansion into the Minions edition allowed the brand to scale its reach to 400,000 students across thousands of schools. This partnership with NBCUniversal Products & Experiences transformed a niche dermatology promotion into a widespread cultural touchpoint for families.
From Friction To Compliance
Data from the brand indicated that prior to the campaign, only 3 out of 10 children in Spain wore sunscreen consistently, with less than 20% applying it with the necessary coverage. By gamifying the process, the agency addressed the psychological barrier of the "chore" of application. The distribution model was equally strategic, utilizing the pharmacy channel to reach parents at the exact moment of purchase for the ISDIN Fotoprotector Pediatrics range, effectively closing the loop between awareness and retail conversion.
Creative Strategy Deconstructed
Company
ISDIN leveraged its expertise in dermatological photoprotection to develop innovative UV-sensitive ink technology for children.
Category
Sun protection brands typically rely on fear-based messaging about skin cancer risks to encourage usage.
Customer
Parents wanted a stress-free way to ensure their children were protected without constant daily arguments.
Culture
The rise of gamified parenting tools and interactive experiences made this playful approach highly effective.
Company
ISDIN leveraged its expertise in dermatological photoprotection to develop innovative UV-sensitive ink technology for children.
Category
Sun protection brands typically rely on fear-based messaging about skin cancer risks to encourage usage.
Strategy:
Transform a necessary health chore into a rewarding, interactive game to drive consistent compliance.
Customer
Parents wanted a stress-free way to ensure their children were protected without constant daily arguments.
Culture
The rise of gamified parenting tools and interactive experiences made this playful approach highly effective.
Strategy:
Transform a necessary health chore into a rewarding, interactive game to drive consistent compliance.
Strategy Technique
Solve a Daily Annoyance
Parents struggle daily to apply sunscreen to resistant children. This strategy addresses that specific friction point by reframing the application process as a playful, rewarding activity rather than a forced medical necessity.
Explore Technique
Creative Technique
Gamification
The campaign turns a mundane health task into an interactive game. By making sunscreen application a requirement to 'save' the characters, it effectively gamifies a daily health routine for children.
Explore Technique
Craft Breakdown
This campaign excels by transforming a daily parenting struggle into an engaging game through an innovative product design, beautifully communicated via a hybrid of charming animation and warm live-action.
The storybook 2D animation style is highly appealing to children and perfectly visualizes the imaginative world of the product's narrative.
The voiceover uses a classic fairy-tale structure ('Once upon a time...') to frame a modern parenting solution, making it highly relatable and engaging.
“The transition from the animated storybook world to the real-life beach execution beautifully connects the imaginative concept of the product with its practical, real-world benefit.”
