Smør deg, mann!

The Brief
Norway’s biggest online pharmacy, , wants to help Norwegians take better care of their skin. So, in the summer of 2022 they decided to turn their attention to the fact that Norwegian men has one of the highest rates of skin cancer in the world. And that they are we much worse than women when it comes to using sunscreen.

Norwegian men are incredibly passionate about waxing their skis, but quite the opposite when it comes their skin.

Our solution was «Smør deg, mann!» – a campaign that challenged men to care as much about their skin, as they do about their skis.