the hotter the fresher - to reposition neutrogena sun fresh within the suncare market we brought together different bodies to tell the same story: whether on the beach or in the city, the hotter, the fresher! using the huge temperature range cities in Brazil have during summer, we decided to create works that heat up according to the current weather. first, duda beat, the most awarded new brazilian artist in 2019, was invited to record three versions of the classic hit “Vem quente que eu estou fervendo" (“bring the heat cause i’m sizzling”). each video clip was produced with a different art direction that matched the increasing rhythm and energy of each song. then, using the facebook ad tool, weather sync, consumers on social media were targeted with the clip that matched their local weather at that moment.
