No Hat, Go Play / Hat's off for Sunscreen / Uncover your summer
Sun's Out, Rules Out
Hats have been our go-to for sun protection since the 4th day of creation. But a brim only goes so far, leaving the rest of you exposed.
That’s where Standard Procedure changes everything. With sunscreen this bloody good, you can leave your hat off - we’ve got you covered from head to toe.
Every Aussie knows the unconditional rule of “No hat? No play.”
What if Standard Procedure was so good that it makes hats redundant?
Sun’s Out,
Rules Out
OOH
Showing up in areas near you, all summer long.
Direct
With the rulebook thrown out, we’re heading back to where it all started — the schoolyard.
We’re handing brimless hats to kids, giving them the chance to rewrite the rules of play.
CLIENT: Standard Procedure
PRODUCT: SPF +50 Sunscreen
TARGET AUDIENCE: Sun loving Australians
PROPOSITION: Australian sunscreen for Australian conditions
PR
Hat Amnesty Bins will show up across summer hot spots, with one single message: surrender your hat for real protection.
Headlines
Hats off for sunscreen: hat amnesty bins wash up on Aussie beaches
Hat amnesty bins invite aussies to surrender their hats for sunscreen
aussies are ditching their hats at amnesty bins in exchange for sunscreen
standard proceedure challenges aussie sun protection with nationwise hat amnesty bins
CLIENT: Standard Procedure
PRODUCT: SPF +50
TARGET AUDIENCE: Sun loving Australians
PROPOSITION: Australian sunscreen for Australian conditions
CREATIVES: Gene Gokson & Zachariah Tritsiniotis