Peruvian Laundry Brand Uses ‘Stains’ to Highlight the Importance of Testing for Skin Cancer

Within the framework of Día del Lunar – a day in Peru dedicated to skin mole awareness – the laundry detergent brand, Opal, known for relying on a different formula for each type of stain, launched its campaign to raise awareness regarding the importance of prevention and early diagnosis to fight melanoma.

Using pieces produced under the supervision of professional medical specialists and a macro photography expert, the campaign showcases outdoor, print, and social media ads, inviting the public to get tested to control their skin health by means of a QR code present in all communications.

As a result of the campaign, a significant increase in rule-outs was recorded compared to the previous year, and it was also identified that the number of men that got tested increased threefold.

CREDITS

Campaign: The Prevention Formula
Agency: VMLY&R Peru
CEO: Eduardo Grisolle
Executive Creative Director: Tin Sanchez
Creative Directors: Carlos Fernandez, Poke Meza.
Art Director: Fernando Guerra
Creative Copywriter: Kevin Torres
Designer: Renzo Zapata
Production: Leoni Lizarzaburu
Client Services Director: Sara Roif
Account Director: Anne Achata
Account Executive: Paolo Alvites
Client: OPAL
Marketing VP: Patricio Jaramillo
Home Care Platform Director: Claudia Cornejo
Marketing Manager: Ernesto Conroy
Brand Manager Sr: Mauricio Bettocchi / Ana Paula Lobatón
Brand Manager: Cristina La Puente
League Against Cancer: Damary Milla / Mónika Valencia
Photographer: Alex Freundt
Digital retouch: Midas