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Neutrogena Come Hot, Stay Fresh, a digital campaign set by temperature
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The 90-year-old brand Neutrogena was about to launch a brand new sunscreen formula and came to R/GA to help evolve their brand to reflect and fuel their disruptive position in the category. Since the product's light-feel formula protects you no matter the temperature, we decided to remake of a timeless Brazilian song 'Come hot as I am boiling' and launch a campaign that would change as the temperature went up.
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2019
R/GA + Neutrogena
Creative Direction Saulo Rodrigues, Rafael Freire
Art Direction Pleemo & Wanter Costa
Copy Babi Puttini
Production O2 Filmes
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We took a classic Brazilian song and reinvented it - different rhythms, different art direction & style - all according to the temperature.
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