So you think your ideas are ‘immersive’, ‘disruptive’, ‘interactive’, ‘ground-breaking’? You “ain’t seen nothing yet” – unless of course you’ve been to this year’s Sculpture by the Sea.

Ogilvy senior copywriter, Andrew Hankin, has created a visual metaphor for sun safety that nobody could ignore. And OgilvyAction Melbourne client, Ego Pharmaceuticals, has cleverly agreed to put its name to it.

Try to ignore using sunscreen when there’s a 30 metre frypan on the beach. ‘We’re fryin’ out here’ is an enormous frying pan stuck in the sand, right in the middle of Tamarama Beach.

[Sydney Morning Herald: “Record-breaking numbers and heights at Sculpture by the Sea.” October 22, 2014]

“The powerful message behind Andrew’s sculpture is intrinsically linked to the values of SunSense. We hope that by bringing this message to life in such a big way, it will resonate with beach goers to take care at the beach and use broad spectrum sunscreen with a very high SPF, especially with summer just around the corner,” commented Demelza West, SunSense Brand Manager, Ego Pharmaceuticals.

Ogilvy chief executive officer, David Fox, remarked, “We loved Andrew’s idea from the moment we saw it as it communicates a strong message in a non traditional and interesting way. The strength of the idea for us is that it’s rooted in a cultural tension that exists in Australia regarding our love of the sun yet our fear of its potential long term consequences. We have supported Andrew every step of the way because we want to drive our talent to deliver big ideas that live in interesting places versus just on a news page or a TV screen.”

“It’s a great honour to have been selected into Sculpture by the Sea but an even better feeling to have been able to create a sculpture with an important message behind it. Seeing kids climbing all over it, the thousands of pictures on Instagram and now its appearance on the front page of the Sydney Morning Herald, I’m very happy people are enjoying what we’ve created,” Hankins added.

If you’re in Sydney (and haven’t been to this year’s Sculpture by the Sea yet), the installations will stay in place until November 9.

Credits: Dan Sayer, Jack Davies, Russell Smyth, Janice Tilley, Kate Warren-Smith

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