Concept Campaign
“The Glow Standard”
A campaign written in the product's own voice: Daily 30 Glow narrates a day on your skin, from the 7:30 AM shake to the 10:00 PM cleanse, turning SPF from a chore into a daily habit worth keeping.
A student concept campaign created for coursework. Not affiliated with or endorsed by Sun Bum.
The Brief
The Assignment
Build an integrated campaign for a single product — the copy, the paid placements, and a digital graphic — around one idea strong enough to hold them together.
The Idea
Let the bottle do the talking. Written first-person as the sunscreen itself, the campaign follows one day on the wearer's skin, so every product claim arrives as a moment rather than a bullet point.
The Product
Sun Bum Daily 30 Glow: a lightweight, fragrance-free SPF 30 tint with 24-hour hydration, Kakadu Plum for vitamin C, and vitamin E — dermatologist tested, non-comedogenic, vegan, gluten free, and cruelty free.
The Copy
A Day in the Life with Daily 30 Glow
Hey sunshine! It's me, Sun Bum Daily 30 Glow, your favorite bottle of protection and glow! I may be lightweight on your skin, but I'm full with 24 hour hydration and SPF 30! Let me walk you through a day in our life; with me as your pocketful of sunshine protect-tint.
7:30 AM
Let's get ready to glow!
You've just rolled out of your bed and shy away from hitting snooze. Freshly cleansed and ready to face the day, it's your first step in daily defense aka my time to shine (literally). You give me a good shake (yes, always shake well before use), then smooth me on as the final step in your morning skincare routine. I glide on sheer and instantly quench your skin with 24-hour hydration, thanks to my ultra-lightweight, moisturizing formula. I'm also packed with Kakadu Plum, a superfruit rich in Vitamin C that helps brighten and boost your natural glow. And let's not forget Vitamin E — an antioxidant MVP that helps fight off free radicals, those pesky things that contribute to premature skin aging. No fragrance. Just a luminous finish and SPF 30 protection that blends in like a dream. A few pumps, a gentle rub, and boom. SPF 30? Check. Subtle glow? Check. Hydrated, protected skin that doesn't feel greasy? Double check.
9:00 AM
Sheer & Simple Protection
You're off — headed to work, class, errands, or just vibing in your apartment — and I'm already doing my thing. I sit beautifully under makeup or shine solo, shielding you from UVA/UVB rays and indoor blue light. I'm non-comedogenic, so I won't clog your pores, and I'm dermatologist tested, vegan, gluten free, and cruelty free — basically, I'm good inside and out. While I'm protecting you from sun damage, my antioxidant-rich formula is quietly working to defend against pollution and other environmental stressors. That's the glow AND the grit.
12:00 PM
Re-glow on the Go
Planning to head outside again? Don't forget to reapply — I'm made to protect for up to 80 minutes, but more frequent reapplication is a must if you've been sweating or towel drying. Good thing I'm easy to carry and cute enough to keep in every bag you own.
5:00 PM
Keep Calm and Glow On
Afternoon sun sneaking through the windows? No worries — I've got you. My formula is breathable, fragrance-free, and plays well with all skin types, especially sensitive ones. I don't cake, flake, or irritate. And while you're working, lounging, or doom-scrolling, my antioxidant blend is still putting in work — fighting oxidative stress and keeping your skin barrier strong.
10:00 PM
The Glow Standard
Time to wind down. You cleanse your face and say goodbye — for now. But before I rinse off, let me remind you: I've hydrated, protected, and elevated your glow all day. And I'll be here tomorrow, ready to do it all again. Because glow is a daily thing — and so is SPF.
Stay covered, stay golden, and never settle for less than the glow standard.
Creative
Instagram Advertising
Creative
Out of Home
Creative
Digital Graphic
