VICTOR GREGÓRIO                                                                                                                              CREATIVE ART DIRECTOR
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EVERYDAY WITH REPELLENT

SUNDOWN

SUNDOWN®, Brazil’s first sunscreen brand, is bringing yet 
another innovation to the market: the TODO DIA + REPELENTE™ line, 
a multifunctional and effective solution that combines maximum sun protection 
with three hours of repellent action, including protection against mosquitoes 
that transmit Dengue, Zika, and Chikungunya. To announce this launch
—one of Johnson & Johnson’s main innovations and bets in sun care—the brand 
is airing a campaign this week on broadcast TV and digital channels 
to reinforce awareness of the new product.

“This innovation came from a consumer need, and through this communication 
we aim to highlight the product’s unique features and benefits, while also 
connecting the new line to the demand for greater convenience and 
multifunctional solutions, one of the main trends in the beauty market,” 
says Sandrino Vejar, Marketing Director of Johnson & Johnson 
Consumer Brazil’s Beauty Unit.

The campaign will feature a film starring actress Ingrid Guimarães, developed 
by SunsetDDB, which taps into the back-to-school season to humorously 
play with the common question of what to apply first: sunscreen or repellent. 
The film emphasizes the product’s practicality and the need for daily use, 
under the tagline “Apply and go.” With outdoor scenes set in parks and 
open-air environments, Ingrid performs a skit showing how easy and safe 
the new SUNDOWN® product is to apply, while playfully portraying the 
busy routines and countless tasks faced by families with children.

“The continuation of the campaign adds an extra layer of authenticity. 
Ingrid Guimarães was chosen for her lighthearted and humorous portrayal 
of parents and caregivers who want to protect their children but have 
a thousand things to juggle at once—and therefore look for practical, 
trustworthy products. That’s why we brought the actress to a new setting, 
away from the beach, to reinforce the importance of using 
SUNDOWN® TODO DIA + REPELENTE™ in school routines and children’s 
outdoor activities,” the statement concludes.

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Agency: SunsetDDB
With: Rafael Guaranha, Marília Rollemberg, 
Vitor Medrado, Ricardo Sarno, Henrique Leite, 
Sergio barros e Carolina Avena