Consumers are well aware of the danger of the sun, from severe burns to skin cancer. But only 14% of them know that the sun is also dangerous at sunrise and sunset. Vaseline and Ogilvy Singapore created a campaign to convey the need to wear sunscreen in the early morning and evening hours to protect your skin from the damaging effects of the sun. A series of print ads deftly turned sunsets and sunrises into the universal warning sign, the exclamation point.
