Project Overview
Recreating an iconic nude to prove you’re never truly exposed with sunscreen on.
PROBLEM: More people are diagnosed with skin cancer than all other cancers combined, yet 90% of people skip their daily sunscreen.
IDEA: 1 in 5 Americans will develop skin cancer in their lifetime, and entertainment host Andy Cohen was one of them. In 1994, Andy famously posed nude with the iconic lion statues outside of the New York Public Library.
CASE STUDY
When Andy shared the throwback pic on Instagram in 2020, the internet went crazy, with fans pleading for him to recreate the photo. For Skin Cancer Awareness Month, EltaMD (a Colgate-Palmolive brand) convinced Andy Cohen to recreate history for a worthy cause. Except this time, he wasn’t truly naked, but covered head to toe in sunscreen.
OUTCOME: The Naked Remake helped EltaMD set a new sales record: May was the biggest sales month ever in the history of the brand. May sales were 27% higher YOY.
We reminded Andy’s 5 million followers to schedule a skin check with their dermatologists and wear sunscreen from head to toe, garnering 254,611 likes, 13,866 shares, and 7,240 comments on the collab post. With an impressive 1.2 billion impressions in earned media, the stunt received 38 earned placements and over $1.8 million AVE.
The Naked
Remake
ELTA MD - PALMOLIVE
1994 Andy Choen by Spencer Tunick
2024 Andy Choen by Spencer Tunick
BOARD
